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Canon is a brand many consumers associate with digital cameras. But the company wants to remind business executives that it’s still a major player in office products, and this week—via a $30 million effort by DCA Advertising—it hopes to show business users how good they’ll feel after using Canon Imaging Systems Group offerings.
The TV, print and online campaign is the third effort to carry the 18-month tagline, “Not business as usual,” said Gail Esbin, director of advertising, branding and marketing communications.
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