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Corning Unveils New Advertising Campaign

Photonics.com
Dec 2000
CORNING, N.Y., Dec. 6 -- Because of its increasingly large role in the optical networking industry, Corning Inc. has launched its first corporate advertising campaign in 30 years. Doremus Advertising, a New York-based advertising agency hired by Corning, tells Corning's story through the imagery of light, which works as a metaphor both for the optical network and for Corning, the company said.
This campaign comes at a pivotal point in Corning's 150-year history, said John Loose, president and COO for Corning. By concentrating our business strategies on key growth industries, and using our materials technologies to create a competitive advantage, we have produced profitable growth for Corning and its employees.
Corning established a corporate branding initiative earlier this year, which unveiled a new logo, mark, and the tagline Discovering Beyond Imagination.


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