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What’s happening to taglines? Like jingles, they seem to be disappearing from new advertising with increasing frequency.
Reebok International is among a growing number of prominent advertisers allowing only its name and logo to position the brand.
Two Reebok spots now airing from Heater Advertising speak effectively enough that no tagline is necessary, said John Wardley, Reebok’s director of worldwide advertising. “Taglines are very transient things. Our tagline is Reebok and the vector.”
TBWA Chiat/Day in Venice, Calif.,
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