DUPONT TO TAKE CANADIAN CAMPAIGN TO EUROPE
By Adnews Staff
DuPont-Merck USA has decided to use the elements of a Canadian campaign in England and France. The campaign was created by Lacroix-PNMD of Montreal. It promotes DuPont's Miraluma, an imaging diagnostic agent that detects breast cancer. The unit was launched in Canada last October. It was promoted using medical journals, brochures and PR. DuPont assessed creative in both the U.S. and Canada before choosing to expand the Canadian campaign. According to DuPont, mammography accurately predicts the presence of cancer in only 20% to 30% of suspected lesions.
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