Nelson Bostock Communications has won a two-way pitch to handle a
pounds 400,000 UK and pan-European corporate PR campaign for camera
giant Canon Europe.
The agency is understood to have fought off competition from Firefly
Communications after the pitch was narrowed to two companies from an
original shortlist of eight.
Its appointment comes as Canon prepares to spend pounds 165m on a
pan-European corporate promotional thrust to complement its product
Nelson Bostock has been briefed to build corporate presence throughout
the region by working with in-house corporate strategy teams in the UK
and Holland and PR teams in other countries. Product PR will continue to
be handled in-house.
The agency will report to James Leipnik, Canon Europe business strategy
chief, and Canon UK general manager for marketing and communications
Leipnik said: 'In the past, corporate brand activity in Europe has been
handled largely on a country-by-country basis. This can lead to brand
fragmentation and message dilution.'
After a review of business strategy across Europe, Canon plans to focus
more on high-value work, such as digital and network environments,
rather than the photocopiers, printers and photographic equipment
traditionally associated with the company.
Stevens said market research had found brand awareness of Canon's IT
solutions was lacking and added: 'That's where we think our biggest
strengths lie and that's where we see our future.'
Nelson Bostock is also to work with above-the-line agencies Dentsu,
TBWA/ Hakuhodo and media agency CIA Worldwide to advance a new common
brand platform developed for Canon by Interbrand during a three-year