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KarmaLab will offer workshops and insights for brands from Reddit users.
The D&AD chairman places the blame for adland's long-hours culture at the door of marketers.
Sobhani will still head up creative at Leo Burnett London.
Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.