Advertising creatives are falling for Tumblr in a big way. The site offers a simple platform for testing new ideas, users say, and has an aesthetic sensibility and niche appeal missing from sites such as Facebook or Twitter. "Right now it seems underexposed," said Mick DiMaria, a creative director at 72andSunny. "That's part of the charm -- it's why creative people jump on it and why corporations don't."

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