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                                                                                                                                                                                                                                                                                                           When Good Enough is Great
     During a 5 month time span, Adteam2010 implemented and conducted comprehensive yet succinct research to redefine the way 18-25 year olds perceive, distinguish and interact
       with the insurance industry. The following research methods establish our conceptions of the “convergent” individual, allowing us to strategize our executions to maximize                                                                                     Technology has made                                                    In these troubled                                                               9?%$(/&23!5&)%!&:1<'%:!'5%
                                                      efficiency and congruency while maintaining awareness of our target values.                                                                                                                                       us hyper-connected
                                                                                                                                                                                                                                                                           individuals.
                                                                                                                                                                                                                                                                                                         !"#
                                                                                                                                                                                                                                                                                                         Entire markets have been
                                                                                                                                                                                                                                                                                                         transformed by products
                                                                                                                                                                                                                                                                                                         that trade power or fidelity
                                                                                                                                                                                                                                                                                                         for low price, flexibility,
                                                                                                                                                                                                                                                                                                                                             economic times,
                                                                                                                                                                                                                                                                                                                                              consumers seek
                                                                                                                                                                                                                                                                                                                                          temporary distractions,
                                                                                                                                                                                                                                                                                                                                           comfort and support.
                                                                                                                                                                                                                                                                                                                                                                                                                             :E%*6."*4+*#(>*
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                                                                                                                                                                                                                                                                            each other.                  K!-$(2!G(E&U!V($%:
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                                                                                                                                                                                                                                                                                                         !"#
                                                                                                                                                                                                                                                                                                         The power is with the
                                                                                                                                                                                                                                                                                                         consumer. Marketers and
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                                                                                                                                                                                                                                                                                                         keep up with her
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                       • Quality is now defined as
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        instantaneous results that
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        are easy to obtain.


      1FF%$%:U!<$(/%3U!C%E3('%3!(2!1$:%$!'1!F1$?0D&'%!'$%2:3!&2:!%3'&ED(35!'5%!/0$$%2'!1)%$&DD!                                               2&'(12&D(',U!&2:!(2'%$%3'3!1F!03%$3!C51!)(3('!*'&'%!L&$?!&2:!('3!/1?<%'('1$63!                                          ?N ?/))/"$&#+,3+6                                                                                       '5%?!'1!+%'!(2)1D)%:I!                                                                   •Feasible sources benefit
                                                                                                                                                                                                                                                                                                         K8$1/'%$!=!S&?ED%                        M!G1.!AN/%!B1O1
                                                                                                                                                                                                                                                                                                                                                         !!                                                                                                             from the recession by
                                                                                                                                                                                                                                                                                     '
      (230$&2/%!/D(?&'%I                                                                                                                      C%E3('%3I                                                                                                                                                                                                                       M9:V%%;I!YZIZY[Y                                                                          diverting from negativity,

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                                                                                                                                                                                                                                                                                                                                                                                                                    C('5!F%&'0$%3!D(;%!Q#$%&'%!R10$!AC2!AE&?&!
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        comfort and reassurance.


                                                                                                                                                                                                                                                                                                                                          45%!>(:%1!+&?%!(2:03'$,!<13'%:        X12&'(123!'1!&('(!)(&!'%.'!        S$10<TI!AE&?&!%2/10$&+%:!03%$P+%2%$&'%:!           •Bottom-up relationships
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                                                                                                                                                                                                                                                                                                                                                                                   ?%33&+%3!30$+%!<&3'!             /12'%2'U!30/5!&3!V(DDI7I9?63!QR%3!V%!#&2T!)($&D!    generate passionate
      B)CG.(;%(#6*K%'%.&6;                                                                                                                                                                                                                                                                                       >+*(?55@"<+,,(8            gJ=J?&4/))/"$                                                           )(:%1U!C5(/5!&/5(%)%:!W!?(DD(12!R10'0E%!)(%C3!      activity from the consumer.
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    J !>(3('%:!D1/&D!(230$&2/%!&+%2/(%3!(2!5(+5!&2:!D1C!%/121?(/!&$%&3!    J !*<%2'!'5$%%!C%%;3!35&:1C(2+!'1CP'$0/;!:$()%$3!'1!+&(2!           J !72'%$)(%C%:!'5%!5%&:3!1F!h#H9!81D(/%!X%<&$'?%2'!          J !72'%$)(%C%:!F10$!<$()&'%!(2)%3'(+&'1$3!3<%/(&D(g(2+!                                          '(( ?/))/"$                             (2![ZIZYY]I                                                                                                       •Low effort social action
     '1!E%!/1+2(g&2'!1F!'5%!/0$$%2'!(2:03'$,!3'&2:&$:!&2:!'1!%3'&ED(35!     (23(+5'!12!'5%!$1D%!&2:!(2FD0%2/%!1F!(230$&2/%!/1?<&2(%3!           &2:!L($%!X%<&$'?%2'!'1!+&(2!02:%$3'&2:(2+!&E10'!             (2!(230$&2/%!F$&0:!'1!&2&D,g%!('3!%FF%/'3!12!'5%!                                                                                                                      K!4%/5!#$02/5!Y[IZY[Y                                                               opportunities yield highest
     :(3/%$2(2+!:(FF%$%2/%3!(2!31/(&D!(?<&/'I                               (??%:(&'%D,!F1DD1C(2+!&2!&//(:%2'!1$!/&$!<$1ED%?I                   $%2'%$63!(230$&2/%U!('3!)&D0%!(2!'5%!?(2:3!1F!10$!'&$+%'!    /1??%$/(&D!%2'%$<$(3%!&2:!51C!('!?&,!:%'%$!10$!                                                  '('?(),"+,"5A"!3=;33B                  KE2%'I/1?                                                                    d"+/*/2/*0&e&^,')/+?                  volume of results.
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2010 UCLA State Farm Plans Book
2010 UCLA State Farm Plans Book
2010 UCLA State Farm Plans Book
2010 UCLA State Farm Plans Book
2010 UCLA State Farm Plans Book
2010 UCLA State Farm Plans Book
2010 UCLA State Farm Plans Book

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  • 7. 8.&2%(*P#"4'%( 8.&2%(*P#"4'%( -+",#4%"( B%/,Y1''5&%4* !QX%3<('%!3'$0++D(2+_!(2!'5%!'%%'5!1F!'5%!$%/%33(12U!2(2%!(2!'%2!%('5%$!3&,!'5&'!'5%,! D%.&/%'' _C(DD!%)%2'0&DD,!?%%'!'5%($!D12+P'%$?!l2&2/(&D!+1&D3IT!!PP!8%C!@%3%&$/5 @AG&%''#$% 1//5'#$%*16(#$%* 45%,!:126'!E0,!?0/5U!31!'5%!'5(2+3!'5%,!:1!E0,!$%d%/'!'5%($!)&D0%3U!(2'%$%3'3U!&2:! 7,.1$")"%0&'+&7Xf&?,(/#?&*"&43"'(.'+*& B"./')&a,(/'&1'+&,E-"+,(&*1,?&&*"& -+"$%&'.(#+"./#'(' <$(1$('(%3I *1,/3&&/$(/2/(#')/+*/.&.1'3'.*,3/+*/.6& ?"3,&(/2,3+,&%3"#-+&'$(&/(,'+6 !G9%.( P+'(*@456.(%4*-+;+&(]* !mYn![`PZa!,$!1D:3!E%D(%)%!(2!5&$:!C1$;U!21'!D0/;!&3!;%,!'1!30//%33I E+&R*^.&4*L/.)*^.&4 -.5(#+5'*95(*E#//#"2 B%/,Y1''5&%4* G$&2:!D1,&D',!(3!3'&'(/I!45%,!&$%!C(DD(2+!'1!30<<1$'!&!E$&2:!'5(3!'%DD3!&2!&0'5%2'(/!3'1$,I! D%.&/%'' -+"$%&2%"(*D%C./%H -+"$%&2%"(*P./%H C'+1/"$&'$(&.,),43/*0& B-"3*+&'$(&%'?,& -+//%6(#$#'(#6 -&+''YX%"%&.(#+"./* Q9E10'!12%!(2!%(+5'!,102+!&:0D'3!3&,!'5%,6)%!rE11?%$&2+%:6!E&/;!'1!&!<&$%2'63!51?%! k,,$&*"&%,$#/$,&+"./')&'.*/"$&2,3+#+& "3/,$*,(9&/$*,3,+*+& "3/,$*,(9&/$*,3,+*+& -+//.9+&.(+&'* :0%!'1!'5%!$%/%33(12IT!!P8%C!@%3%&$/5 %3"#$(),++&.'#+,H?'38,*/$%6 +#--"3*&(0'(/.& +#--"3*&4"$(/$%& ."$$,.*/"$+6 *13"#%1&."?-,*/*/"$6 Beliefs Feelings Thoughts Obstacles G1'5!03%!'%/521D1+,!'1!3'&,!/123'&2'D,!/122%/'%:!&2:! '1!35&$%!&2:!$%/%()%!/12'%2'I!B03(/U!F(D?U!&2:!'5%!&$'3! The “Convergents.” 45%,!<%$/%()%!'5%?3%D)%3!&3! 9<&'5%'(/!&2:!/12F03%:!&E10'! 7230$&2/%!(3!&!/1?<D(/&'%:!&2:! WWn!3C('/5%:!(230$&2/%!<$1)(:%$3! &D31!'$&23/%2:!+%2:%$!:(FF%$%2/%3I (2)(2/(ED%!&2:!&3!&!$%30D'!:1!21'! (230$&2/%!&2:!/5113(2+!&!3<%/(l/! 02'$03'C1$'5,!(2:03'$,! :0%!'1!/13'I V%!:%l2%!10$!'&$+%'!&0:(%2/%!1F![`PZa!,%&$!1D:3!&3!'5%! '5(2;!1F!(230$&2/%!&3!(?<1$'&2'I! <$1)(:%$I Q#12)%$+%2'3IT!45%,!ED%2:!'$&:('(12&D!)&D0%3!(25%$('%:!F$1?!'5%($! <&$%2'3!C('5!3%DFPF1$?%:!)&D0%3I!45%,!&$%!/1?(2+!1F!&+%!:0$(2+!&! Gh4!:0$(2+!:(N/0D'!3('0&'(123U!'5%,! A)%$!`Yn!$%<1$'%:!'5&'!'5%($! 7230$&2/%!(3!lDD%:!C('5!O&$+12!C%! '(?%!1F!/1?<%DD(2+!/0D'0$&D!(2d%/'(12!<1(2'3I!72!12%!3%23%U!!'5%,!&$%! &$%!(23%/0$%!C('5!'5%($!&E(D(',!'1!:%&D! <&$%2'3!/5113%!'5%($!(230$&2/%! :126'!/&$%!'1!:%/(<5%$I &!<$()(D%+%:!+$10<!E$10+5'!0<!(2!&2!(2/$%&3(2+D,!'%/521D1+(/&DD,P C('5!'5%!<$1ED%?!&2:!3%%;!/1?F1$'! /1?<&2,!F1$!'5%?I :$()%2!C1$D:!C5%$%!(23'&2'&2%103!F%%:E&/;!(3!'5%!21$?I!A2!'5%! &2:!%.<%$'(3%!F$1?!1D:%$!&:0D'3 1'5%$!5&2:U!?&2,!&$%!%2'%$(2+!'5%!C1$;PF1$/%!:0$(2+!&!$%/%33(12PP! /5&DD%2+(2+!'(?%3!'5&'!5&)%!35(F'%:!'5%!/0D'0$&D!F$&?%C1$;!'1C&$:3! Q[`PZa!,%&$!1D:3!&$%!)%$,!/11<%$&'()%! Q7!:126'!$%&DD,!;21C!51C!'5%! A)%$!qan!3&(:!'5&'!'5%,!:(:!21'! Q7!&?!&D$%&:,!(2!:%E'!E%/&03%! ?1$%!50?&2(3'(/!31/(%'&D!)&D0%3I!4503U!Q#12)%$+%2'3T!:1!21'! <13'P&//(:%2'3o!45%,!&$%!3/&$%:! 3,3'%?!C1$;3I!7F!7!C%$%!'1!3C('/5! $%<1$'!&2!&0'1?1E(D%!&//(:%2'! 1F!3/511DI!7!/&2!E&$%D,!<&,!?,! 8.&2%(*P#"4'%(*8.R%Y.[.)'H 1<%$&'%!12!:(/51'1?103!/12/%<'3o!45%,!%?E1:,!&!?0D'(F&/%'%:! &2:!'5%($!F%&$!?&;%3!'5%?!?1$%! /1?<&2(%3U!7!$%&DD,!C10D:26'!;21C! '1!'5%($!(230$&2/%!/1?<&2,![!1$! $%2'!%&/5!?12'5I!7230$&2/%!(326'! ?1:%D!'5&'!5&3!%2&ED%:!'5%?!'1!3%&?D%33D,!?%$+%!1<<13(2+! &<<$%/(&'()%!1F!'5%!5%D<!'5%,!$%/%()%IT! C5%$%!'1!3'&$'pT ?1$%!'(?%3I! %.&/'D,!'5%!l$3'!'5(2+!12!?,!?(2:T! (:%1D1+(%3!(2'1!12%!/15%3()%!?1:%DI! P!k12&'5&2!iH&C,%$j !*'%<5&2(%P!ZZ k1$:&2P!Z[ a#+*&,E-"+,&*1,&+/%$/5.'$.,& a/)),$$/')&)/2,+&'3,&.,$*,3,(&'3"#$(& D)),2/'*,&*1,&-,3.,/2,(& f+*'4)/+1&'$&"-*/?/+*/.&'$(& f$%'%,&'$(&/$2/*,&-'3*/./-'*/"$& ">&1'2/$%&/$+#3'$.,6 ,++,$*/')+&*1'*&(,5$,&=1"&*1,0&'3,6 ."?-),E/*/,+&">&/$+#3'$.,6 )/%1*1,'3*,(&43'$(&-,3+"$')/*06 =/*1"#*&4,/$%&"2,34,'3/$% VW VV
  • 8. S&."4*L+'#(#+"#"2*`*B(&.(%2) -&%.(#$%*B(&.(%2) ;/*1&/$+/%1*+&>3"?&*1,&.#)*#3')&.)/?'*,9&?'38,*&)'$(+.'-,9&43'$(& ,++,$.,9&'$(&*'3%,*&?/$(+,*9&=,&4#/)*&'&43'$(&-"+/*/"$&'$(&+*3'*,%06 8;%*-+"6%G(H E;)*(;%*G%&#+4a 8;% 8;% 8;% )*+, -./#01,2 3*4 Z*;3/**,$&."??#$/.'*/"$&1'+&.1'$%,(&/$&*1,&(/%/*')&'%,6&@(,'+& * 43"'(.'+*,(&"$&*=,,*+9&+*'*#+&#-('*,+9&*,E*&?,++'%,+9&'$(&/$+*'$*& ?,++'%,+&("&$"*&$,,(&-#$.*#'*/"$&*"&%,*&*1,&?,++'%,&'.3"++6& d#$.*#'*/"$&/?-)/,+&?,'$/$%&$"=6&@>&/*<+&#+,(9&/*<+&*"&,E#(,&'&*"$,&">& 2"/.,6*8;%*G%&#+4*'#2"#_%'*_"./#()*."4*6%&(.#"()= First and foremost, State Farm must... To do this, State Farm will highlight its best The campaign will leverage State Farm by Z*D((/$%&*1,&-,3/"(&+")/(/5,+&=1'*&?,'$/$%&">&:*1'*<+&/*J&=,<3,&#+/$%6& * and most relevant quality: its accessibility. connecting to Convergents. S"*&:*1'*<+&/*IJ9&$"*&:*1'*<+&/*lJ9&4#*&:*1'*<+&/*6J c%)*P%''.2%H* Z*7,))&'$&'#*1,$*/.&+*"30&*1'*&'..#3'*,)0& * Z*B*'*,&C'3?&=/))&+1"=&*1'*&/*&/+&,'+0&*"&#+,&'$(& * Z*@*&=/))&(/+-)'0&'$&#$(,3+*'$(/$%&">& * Z*B*'*,&C'3?&-3,+,32,+&/*+&),%'.0& * -"3*3'0+&B*'*,&C'3?<+&."?-'$0&-1/)"+"-10& #$(,3+*'$(&40666 "$2,3%,$*+<&-/2"*')&)/>,&*3'$+/*/"$+&40666 '+&*1,&4,+*&/$+#3'$.,&-3"2/(,3& '$(&2')#,+6 /$&*1,&$'*/"$&40&'('-*/$%&*"& 4&?(,:1:%.,%;)&#1@#;1@#%&%#.&:17A;181%)&(/&1%:&& & & Z&D0(>1'1,@&%#.&%((;:&%(&@*1'.&%#.7&& * & ,2")2/$%&+*'$('3(+&">&K#')/*0& Z*f+*'4)/+1&'&#$/K#,&-,3+"$')/*0&>"3&B*'*,& * :.0>18.:&%#0(*@#&$'&.B.8*%1(,:< %#0(*@#&%#.10&A0(8.::< B(.(%*D.&C*b*(;.(<'*#(= +,32/.,6 C'3?&*1'*&/+&?,?"3'4),&*"&LYHUZ&0,'3&")(+6 4&C$1,%$1,&$&8(,%1,*(*:&$,'&(A.,&'1$;(@*.&& & & 4&E1@#;1@#%1,@&%#$%&F%$%.&G$07&A0(%.8%:&& %#.& & +1%#&8*:%(7.0:&$-(*%&%#.10&1,:*0$,8.< .::.,%1$;:&%#$%&0*,&$,'&'.9,.&& & The phrase is already embedded into Z*@*&/+&*1,&?"+*&'..,++/4),&'$(&-3"(#.,+&/$+*'$*'$,"#+&3,+#)*+6 * %#.10&;1>.:< the Convergents’ vernacular. Z*@*&/+&-"+/*/2,&'$(&'((3,++,+&"$2,3%,$*+&'+&'&2')#,(&.#+*"?,3& * 4&?0.$%.&A$0%181A$%(0)&:A$8.:&$,'&& & B0$"$0?"#+&+*'*,?,$*+c 3'*1,3&*1'$&'&+'),+&$#?4,36 (AA(0%*,1%1.:&/(0&71;;.,1$;:&%(&.7A(+.0& %#.7:.;>.:&%#0(*@#&%#.10&8#(18.:< &4&&567&8(,9'.,%&%#$%&%#1:&1:&%#.&-.:%&:(;*%1(,< Z*&@*&"V,3+&'&+/?-),&+")#*/"$&*"&'&."?-),E&-3"4),?6 * &4&&5%6:&.$:)=&1%6:&(->1(*:=&1%6:&%#.&(,;)&+$)< 4&5,1%1$%.&*,7.'1$%.'&8(,>.0:$%1(,:&-.%+..,& & Z*@*+&(,./+/2,$,++&&,+*'4)/+1,+&'$&"-*/?/+*/.9&)/%1*H1,'3*,(&*"$,6 * 8(,:*7.0:&$:&$&+$)&/(0&%#.7&%(&.BA0.::&%#.10& H,(+;.'@.&$,'&1'.,%1%)&< V7 V?
  • 9. 8;%*@/%C%"('*F,*F5&*-.CG.#2" 8;%*8.2/#"%H B;."%*!%?E1:(%3!'5%!/$0.!1F!10$!'&$+%'!&0:(%2/%!(2!&''('0:%U!D(F%3',D%U!&2:!$&'(12&D!'510+5'I! J!! ! 8;#'*#'*B;."% 93!+1&DP1$(%2'%:!&2:!3102:!(2!:%/(3(12P?&;(2+!&3!5%!(3U!*5&2%63!E102'(F0D!D(F%!%.<%$(%2/%3!:1! 21'!%.%?<'!5(?!F$1?!&//%:(2+!'1!?1?%2'3!1F!(25%$%2'!E%F0::D%?%2'U!<&$'(/0D&$D,!C5%2!F&/%:! (;%*d5#"(%''%"(#./ C('5!&2!1)%$&E02:&2/%!1F!/&$!(230$&2/%!1<'(123I!*5&2%!(3!3%DFP&330$%:!(2!?13'!&$%&3!1F!5(3!D(F%U! ,%'!&'!'5%!3&?%!'(?%!5%!(3!;%%2!%210+5!'1!3%%;!10'!5%D<!C5%2!5%D<!(3!2%%:%:I!9F'%$!&!'11P/D13%P -+"$%&2%"(= F1$P/1?F1$'!/&$!&//(:%2'!:%<(/'%:!(2!'5%!Q'5&'63!('T!/1??%$/(&DU!*5&2%!(3!21!D12+%$!1ED()(103!'1! '5%!$%&D(',!1F!12P$1&:!:&2+%$3I!e1'!C&2'(2+!'1!3C&?<!5(3!?(2:!C('5!3'$%33U!5%!(2'0('()%D,!&)1(:3! '5%!D&E,$(2'5!1F!2%%:D%33!12D(2%!E$1C3(2+!&2:!:(3/1)%$3!51?%!(2!*'&'%!L&$?63!&DDP%2/1?<&33(2+! 3%$)(/%3I!41!*5&2%U!*'&'%!L&$?!(3!'5%!Q'5&'63!7'IT!(230$&2/%!/1?<&2,PP'5%!12%!&2:!12D,!5%!/&2! &DC&,3!:%<%2:!12!&2:!E%!/12/D03()%D,!3&'(3F(%:!C('5I! Presents State Farm as the most confident, best solution. What’s important to him: 8;%*0+2+H 4&&5,>.:%1,@&%17.&$,'&.,.0@)&1,%(&#(--1.:&%#$%&:%17*;$%.& & #1:&:.,:.&(/&1,'1>1'*$;1%)< 4&&I.1,@&A0($8%1>.&$-(*%&:(81$;&1::*.:&#.&8$0.:&$-(*%< & @A%65(#+"' 4&&G(:%.01,@&:%0(,@&:(81$;&$,'&8$0..0&,.%+(0H:< & 4& 5,%.;;1@.,%&A*0:*1%:&%#$%&8*;%1>$%.&#1:&:.,:.&(/&>$;*.:& $,'&A0(/.::1(,$;&$:A10$%1(,:< B;."%<'*".(5&./*[#(*."4*6+C%4#6*(#C#"2*C.R%'*;#C* ."*.GG%./#"2*."4*&%/.(.9/%*G%&'+"./#()= The typographic State Farm logo modernizes the look of the brand. 4&&J#.&$--0.>1$%.'&!FG3&;(@(&1:&7(0.&:8$;$-;.& & %(&,.+&7(-1;.&7.'1*7:<& “Shane serves as the liaison between 4&J#.&;(@(:&#$>.&.B%0$&:%);1,@&.;.7.,%:&:*8#& & State Farm and Convergents.” Convergents.” $:&-.>.;.'&.'@.:&$,'&+.-&K<L&@;(::=&&+#18#& $0.&8(,:1:%.,%&+1%#&$&%0.,'&$7(,@:%& VI %.8#,(;(@18$;;)M$'>$,8.'&%((;:&:*8#&$:& VJ D$,'(0$&$,'&G$8.-((H
  • 10. :(;.(<'*#(=>*-+CC%&6#./ T+5&*-.&*E."('*(+*B.)*B+C%(;#"2 P%%(*B;."%=*^%<'*.*7W*'+C%(;#"2*)%.&*+/4*25)* '(.&#"2*.(*(;%*6.&*.66#4%"(*;%*f5'(*6.5'%4= e%'6&#G(#+" 72!&!F%C!351$'!3/%2%3U!*'&'%!L&$?!(2'$1:0/%3!'5%!/&'/5,! e%'6&#G(#+" 45%!<$(2'!&:!3%$(%3!F%&'0$%3!*5&2%!(2!'5$%%!$(3;,!3('0&'(123c! 2%C!/12/%<'!1F!Q'5&'63!('ITU!&!3(?<D%!<5$&3%!'5&'!(3!&3! 12%!C5%$%!5%!(3!E&/;(2+!0<!5(3!/&$!&2:!:1%326'!3%%!&!/&$! 03%F0D!&2:!/12)%2(%2'!'1!03%!&3!*'&'%!L&$?!('3%DFI :$()(2+!E,!5(?U!12%!C5%$%!5%!5&3!&<<&$%2'D,!+1''%2!5(3!<512%! C%'!&2:!(3!ED1C:$,(2+!('U!&2:!12%!C5%$%!5%!5&3!F&DD%2!&3D%%<! L/.6%C%"( 45%!/D(<!/&2!&/'!&3!&2!&?03(2+!(2'$1!F1$!&!*'&'%!L&$?P C('5!5(3!)&D0&ED%3!(2!'5%!1<%2!&2:!5(3!F$12'!:11$!02D1/;%:I!72! 3<1231$%:!351C!3'$%&?!1$!&3!&!qYP3%/12:!/1??%$/(&D! %&/5!3('0&'(12U!*5&2%63!%33%2'(&D!'5(2+3!/1??%2'!12!C5&'63! 3%+?%2'!12!'%D%)(3(12I!-?<D1,(2+!E1'5!'%D%)(3(12!&2:! 5&<<%2(2+U!5(+5D(+5'(2+!'5%!$%D&'(1235(<!5%!5&3!C('5!'5%?I 12D(2%!%2'%$'&(2?%2'!?%:(0?3!<$1)(:%3!&!)&$(%',!1F! <D&/%?%2'!1<'(123I!*'&'%!L&$?!(3!'5%2!&ED%!'1!'&$+%'! L/.6%C%"( 45%!<$(2'!&:!3%$(%3!C(DD!E%!<D&/%:!(2!'5%!F1DD1C(2+!<1<0D&$! 3<%/(l/!?&$;%'3!E,!&($(2+!'5%!/1??%$/(&D!12!3<%/(l/! /12)%$+%2'!?&+&g(2%3c!h3!V%%;D,U!#13?1<1D('&2U!*<1$'3! /5&22%D3!&2:!351C3I! 7DD03'$&'%:!&2:!V($%:I!45%!<$(2'!&:3!C(DD!&D31!E%!<D&/%:!(2!2(2%! 5(+5!$(:%$35(<!E03!3'1<!35%D'%$3I!45%!(8512%!)%$3(12!C(DD!E%! B59'(."(#.(#+" 45%!/1??%$/(&D!%s%/'()%D,!<1$'$&,3!'5%!3(?<D(/(',! <D&/%:!(2!'5%!'%/5!1$(%2'%:!V($%:!?&+&g(2%o!'5%!)&D0&ED%3! &2:!2%/%33(',!1F!*'&'%!L&$?!(230$&2/%!(2!&!F$%35!&2:! F1/03%:!&:!C(DD!E%!<D&/%:!(2!*<1$'3!7DD03'$&'%:U!&2:!'5%!/&$!&:! &<<%&D(2+!C&,I!*5&2%63!/5&$&/'%$!3%'3!'5%!50?1$103!,%'! C(DD!E%!<D&/%:!(2!&DD!E03!35%D'%$3!&3!C%DD!&3!&DD!<$(2'!<0ED(/&'(123I $%D&'&ED%!'12%U!5(+5D(+5'(2+!'5%!(?<D(/&'(123!1F!5&)(2+! 12%63!%33%2'(&D3!/1?<$1?(3%:I!9!C('',U!'12+0%P(2P/5%%;! B59'(."(#.(#+" 72!%&/5!&:U!*5&2%!D11;3!b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l'3!&2:!'5%!'5(2+3!&'!'5%!C5(?3!1F!'5%($!:%3($%3I!45%!<$(2'! C('5!'$&/;(2+!3<(;%3!(2!'5%!20?E%$!1F!5('3!12!*'&'%!L&$?63! &:!/&DD3!&''%2'(12!'1!'5%!$%&D(',!'5&'!C%!212%'5%D%33!:%<%2:! R1040E%!/5&22%DU!L&/%E11;U!&2:!4C(''%$I 12!'5%3%!'5(2+3U!&2:!(F!'5%,!/10D:!3<%&;!'5%,!C10D:!&3;!F1$!,10! '1!+%'!*'&'%!L&$?I B566%''* *'&'%!L&$?!C(DD!%)&D0&'%!'5%!20?E%$!1F!(?<$%33(123!?&:%! P%.'5&%C%"( '5$10+5!'5%!<$(2'!&:!3%$(%3I!72!&::('(12U!&2:!(2/$%&3%!(2!E$&2:! &C&$%2%33U!C%E3('%!'$&N/U!&3!C%DD!&3!/12)%$3(123!C(DD!(2:(/&'%! 30//%33!1F!<$(2'!&:3I VQ VM