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Publicis Pushes Cell One From Clarity to Popularity
DALLAS–Wireless communications pro-vider Cellular One sets aside its traditional clarity positioning for a populist anthem in new television advertising from Publicis here.
The commercials will be placed in “low-level” spot cable buys over the next two months before breaking out into network slots during the March telecasts of the National Collegiate Athletic Association men’s basketball tournament, according to Publicis senior principal Brice Campbell. Cellular One spends about $5-10 million annually in national brand advertising, according to sources.
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