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BtoB

IAB launches branding campaign

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New York—The Interactive Advertising Bureau Wednesday announced the launch of an integrated interactive branding campaign.

The campaign, which has the tagline “Media more engaging,” features a kaleidoscope illustrating the Web’s ability to “reach the right customers, engage them in an immersive brand experience and then measure the effectiveness of the dollars spent,” according to IAB.

The campaign, which will initially run online and in print, was developed by Brand New World. The budget was not disclosed.

—Matthew Schwartz

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