Of all the terms in the advertising lexicon, few are as denigrating as “below-the-line”. To work below the line, back when the expression was practically invented by Procter & Gamble accountants, was to operate in the shadowy zone that lay at the foothills of television, radio, outdoor and print. More than a metaphorical one in the sand – or in the books, as it were – that line was the industry’s equivalent of Trump’s Wall: a towering, forbidding superstructure that separated the gentry from the great unwashed and prevented the latter from marauding into spaces where they were not welcome.
Below-the-line agencies’ employees, beavering as they were at brochures, danglers and han
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