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Timex may want to revive its classic tag, but with a slight change. The company has signed a four-year deal to become the first official timekeeper of the ING New York Marathon, so related marketing could say: “Takes a licking and keeps on . . . running.”
Timex, Middlebury, Conn., will activate with ads that include Internet and outdoor, plus an aptly named “First Timers” promotion, in which the company will acknowledge participants who are running in their first marathon.
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