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The Boston Globe

Business

Innovation economy

Mad Men meet Mr. Spock

In June 2006, Jamie Tedford quit his job at one of Boston’s highest-profile ad agencies, Arnold Worldwide, to start his own company. He had a hunch that big companies needed help first to understand what people were saying about their brands on the Web and social networks, and then to participate in those conversations. His first office was in his Marblehead attic, and he bankrolled the company with credit cards.

“Big companies were doing experiments back then, dipping their toe in, sort of just to check the box that they were doing something social,” he says.

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