K&R replaces HCC DeFacto for launch of hi-tech product

Nikon Instruments has replaced its PR agency of the last nine years, HCC DeFacto, with Kinross & Render, following a competitive pitch.

The move comes as the company prepares a promotional push in which K&R will handle an integrated PR brief for the September roll-out of Nikon’s Coolscope, a hi-tech microscope.

K&R director Jonathan Sinnatt and account director Victoria Ray will head the one-year contract, reporting to Nikon marketing chief Chay Keogh.

‘We’re responsible for an all-round PR campaign and launch build-up around the Coolscope product. We will be primarily targeting the pathological and university markets,’ said Ray.

The £250,000 account will also encompass Nikon Instruments’s core bioscience and industrial markets.

The brief further includes a strategic review of the client’s external communications and marketing infrastructure.

Nikon Instruments’s general manager Robert Forester said the new appointment followed an ‘exhaustive’ review process, which is understood to have included a pitch by HCC De Facto.

HCC De Facto MD Richard Anderson said the account loss was a case of ‘a change of faces’ at Nikon Instruments.

The agency has since been appointed without a pitch by Nikon Instruments’s rival, Leica Microsystems.

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