Nelson Bostock wins Canon Europe remit

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

Jessica Stevens.

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

branding programme.

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