IAB launches branding campaign

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New York--The Interactive Advertising Bureau has launched a new integrated branding campaign with the tagline, “Interactive. The Active Ingredient.”

The campaign, developed by Euro RSCG MVBMS Partners, is designed to help marketers understand how they can best use interactive advertising to more effectively reach their business goals.

The first wave of the integrated advertising campaign, which broke Tuesday, features print, online and outdoor advertising.

The campaign includes case studies by advertisers, including Volvo Cars of North America, Frito-Lay Inc. and Kimberly-Clark, and profiles marketing executives who have helped their brands become “superheroes” by using interactive as part of their overall marketing plan.

The case studies are available at

--Kate Maddox

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