Brands2Life lands pan-European Nikon Euro account

Japanese camera brand Nikon has called in its first pan-European PR support in a bid to boost its consumer profile across the continent.

Nikon: plans to boost pan-European profile
Nikon: plans to boost pan-European profile

Nikon selected Brands2Life to the retainer account after an eight-way competitive pitch. While Nikon is a leading figure in the high-end digital SLR camera and lens market, it is thought that the company is aiming for more mass-market appeal in Europe.

‘Our ambition is that every camera shopper in Europe aspires to buy Nikon when choosing camera kit,’ said Brands2Life consumer practice co-head Scot Devine, who will lead the account. ‘They think there is a big untapped potential in PR and they are awake to the value of it.’

Devine added that a key part of the brief would be to educate Nikon’s existing network across 26 European markets. Recent industry coverage has revealed continuing pressure on retailers to drop prices, forcing digital camera brands to aggressively pursue market share.

‘A lot of consumer electronics brands want to build a broader consumer profile,’ said Devine.

Initial activities will inc­lude support of the 50th anniversary celebration of Nikon’s ‘F-Mount’ lens mount, and promoting the recent launch of its D-5000 digital SLR camera with HD video.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.