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Tierney Breaks Exelon Print Ads

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The importance of using multiple energy sources is the focus of a new print campaign for energy company Exelon from Tierney Communications.

The four-ad effort is the first work cre ated by Tony DeGre gorio since he joined the Philadelphia shop as chairman, chief creative officer in July. He was formerly pres ident, chief creative offi cer of Publicis in New York.

The first ad, which broke last week, features a shot of eggs in a basket with the head, "If there ever was a time to get all our energy from one source, this isn't it." Copy notes that Exe lon has a diverse energy portfolio. The tag line, from a previous campaign: "Welcome change."

Another ad cites the energy shortages faced by São Paulo, Bra zil, as an example of what can result from relying on a single energy source, in this case, hydroelectric power.

The work is the second campaign for Exe lon, which was formed in October 2000 when Phil a del phia's PECO Energy merged with Unicom, the parent of Chicago's Commonwealth Edison.

"The first work dealt with innovation more overtly," said DeGre gorio. "Here, we're dealing with issues that the world is facing."

The campaign targets top managers, focusing on financial analysts, opinion leaders, industry and commercial cus tomers, with ads in publications such as BusinessWeek, Fortune, Forbes, The New York Times and The Wall Street Jour nal.

Tierney won the $15 million account in July 2000 (before the merger was completed) following a review that included Chicago shops Leo Burnett, Young & Rubicam and J. Walter Thompson.