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Genuity plans $30 million campaign

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Burlington, Mass.--Genuity Inc. is planning a $30 million campaign that positions the e-business telecommunications service provider as an experienced Internet technologist. The company, which changed its name after being spun off from GTE Internetworking in 2000, will trumpet its work as a telecommunications provider to the U.S. government in the late 1960s when Web precursor ARPANET was a defense department project designed to maintain communications during a nuclear war. Running on NBC, CBS, CNBC, CNNfn, MSNBC, ESPN and Fox News, and in such print publications as The Wall Street Journal and Fortune beginning this week, the campaign touts Genuity's Black Rocket line of services. Mullen, of Wenham, Mass., is the agency of record.
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