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A pair of WPP expats have their way, agencies and marketers of the future will use an "operating system" that's as integral to the creative process as Snow Leopard is to a MacBook Pro.

Paul Miser and Marie Berry, who worked together at WPP's Hudson Rouge on Lincoln Motor Co.'s connected consumer relationships business, are opening Chinatown Bureau, a combination digital product studio and consultancy basedyou guessed itin New York's Chinatown.

Chief Strategy Officer Berry says Chinatown Bureau is eyeing a five-year timeline to build products that tackle inefficiencies she and CEO Miser struggled with while working in the ad business. "We have a ton of problems that we've experienced," Berry says, in areas including resourcing and talent management, "uninspired" briefings and overall workflow management.

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