Boeing Seeks a Common Line

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Foote, Cone & Belding here uses a simple graphic element to tie together Boeing and its various units in the agency’s debut advertising for the brand.

Television spots break today, primarily on cable business stations and programming. Print is set for trade publications such as Aviation Week and Defense News, in addition to smaller buys in The Economist and The Washington Post.

TV and print both employ a copy-carrying “horizon line” that runs across the screen and page.



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