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Canon USA this week breaks a $9 million campaign to promote its retail business equipment. TV spots from DeVito/Verdi, New York, start running July 26, with print, outdoor and direct marketing to follow.

Four Canon subsidiaries-MCS Business Solutions (serving New York and New Jersey), Ambassador Business Solutions (Chicago), ABS Business Solutions (Philadelphia) and Astro Business Solutions (Los Angeles)-are supported in the new ads, which are aimed at both the business community and consumers.


The no-nonsense ads, including five 15-second spots, take advantage of Canon's leadership position in the business equipment market.

Print launches Sept. 8 in daily newspapers and trade magazines. One print ad features a copy machine covered in camouflage colors with copy that reads: "Business is war. Choose your weapons wisely." Tagline for the print ads is "Keeping people in business, in business."

"We want to elevate top-of-mind awareness that Canon is No. 1 in the market," said Ellis Verdi, president of DeVito/Verdi, which won the retail subsidiaries' consolidated ad business in January. Goldberg Fossa Seid, New York, previously handled advertising for the MCS Business Solutions portion of the account.

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