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BOSTON Tyco this weeks adds TV spots to an image makeover effort, breaking a series of commercials from Interpublic Group’s Hill, Holliday, Connors, Cosmopulos that extend the “A vital part of your world” positioning introduced in a spring print salvo [Adweek Online, June 15].
“The plan is to run on news/business cable [CNN, CNBC] and network news and analysis programs like Meet the Press, This Week,” a Tyco representative said.
Spending was not disclosed, but the budget is expected to exceed the $3 million Tyco spent last year on its corporate image efforts.
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