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LOS ANGELES-Baby boomers whose photography hobbies have taken a back seat to breadwinning and child rearing are the target of a new print campaign by Santa Ana, Calif.-based X.Com for Olympus’ C2000-Zoom digital camera.
The 5-year-old shop won the ad business of Olympus’ Digital Imaging Systems Group a year ago. It had been handled by McCaffery Ratner Gottlieb & Lane, New York. X.Com partner and creative director Joe Duffy would not discuss billings. The effort will be backed by $1-5 million in spending, according to industry estimates.
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