BurrellesLuce embarks on new branding campaign

PARSIPPANY, NJ: Media-monitoring giant BurrellesLuce launched a global branding campaign on May 11, its first major marketing initiative since the company formed from the merger of Burrelles and Luce in October.

PARSIPPANY, NJ: Media-monitoring giant BurrellesLuce launched a global branding campaign on May 11, its first major marketing initiative since the company formed from the merger of Burrelles and Luce in October.

The campaign will introduce a new corporate logo and the theme line "Work Intelligently" through print and online advertisements. BurrellesLuce also plans to initiate PR and direct marketing efforts.

The R&J Group is handling the entire campaign.

"It is not about products; it's about what the products can do for people," explained John Lonsdorf, president of Parsippany, NJ-based R&J.

"It's about how these items can save them time and ultimately money."

Lonsdorf would not disclose the cost of the campaign, but said it was "significant."

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