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Spending Boosted Behind Diversity Message
NEW YORK-Chase Manhattan Bank launches a new corporate image campaign this week, and plans to increase its budget to $50-70 million, sources said.
The first of four new TV spots from Foote, Cone & Belding bowed yesterday during CBS’ 60 Minutes. The spots are the first substantial effort from FCB since taking on the account from the defunct Wells Rich Greene. Wells’ tagline, “The right relationship is everything,” has been retained.
The work employs uplifting music and images such as smiling children, families and college graduates.
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