Red Lorry Yellow Lorry won a competitive pitch against five other agencies and will look after the account on an ongoing retainer. Fever PR will continue to run the consumer part of the Canon account.
The brief includes increasing Canon's market share within the pro-video, broadcast and projector sectors.
The agency will attempt to do this by targeting coverage among the broadcast technology press and reaching out to the online blogger community. Red Lorry Yellow Lorry also plans to run events and campaigns.
Richard Wolfe, PR manager at Canon UK, said pro-imaging was one of the key focus areas for Canon and the firm wanted to effectively communicate how its products are changing the market.
"Red Lorry Yellow Lorry understands both the industry sector and our business, and we’re confident that we’ve found the right partner to help us move forward," he said.