'SMART'-LY DELIVERED

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The U.S. Postal Service last week broke three quarter-page ads in USA Today introducing its off beat "Smart Solutions" cam paign. The ads from Young & Rubicam, New York, using use cartoon graphics to tell how advertising mail, Express Mail and Priority Mail can solve problems for peo ple, expanding on the "We de liver for you" tagline. The ads will also appear in business mag azines, starting in July, and TV is being considered. The new con sistent look and strategy ar e to make the postal service into a "superbrand" of product and services, said Marc Solnick, ad vertising and promotions man ager. Even as the new ads run, the postal service's estimated $70 million to $90 million ac count is in the midst of a regularly scheduled review.
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