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BtoB

Canon launches integrated ad campaign

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Lake Success, N.Y.—Canon U.S.A. on Monday launched an integrated ad campaign for its office products technology.

The campaign, developed by DCA Advertising, part of Dentsu's North American network, is an extension of Canon’s "Not Business As Usual" campaign and has a theme of "New Day."

The ads include TV, print and radio, and show how Canon color printing and integrated work flow products improve office productivity. Print ads are running in The Wall Street Journal, Fortune, Forbes, Time and BusinessWeek.

TV spots will run on sports programming, including the World Series and "Monday Night Football," as well as prime-time programming including "CSI," "The West Wing" and "Law & Order."

Spending for the campaign was $30 million.

—Kate Maddox

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