FAIRFIELD, NJ: Office technology firm Kyocera Mita America has chosen Waggener Edstrom as its US agency of record. Wag Ed's Stamford, CT, office will lead the account, focusing on both corporate and product PR. Kyocera Mita previously worked with M Booth & Associates in the US.
Kyocera Mita develops and manufactures a wide range of copiers, printers, and other imaging technology.
Peter Hendrick, marketing communications director, said when he joined the firm two years ago, "we were at zero-level PR. So over the past 18 months, we've been focusing on our positioning and our technology messages, and I think we have done a good job. Now we want to move into the IT and business communities, and Waggener Edstrom has the strong contacts and capabilities to help us do that."
The agency search, which the company handled itself, began in September, Hendrick said. Kyocera Mita looked at 20 and then invited six to participate.
Wag Ed's first initiative will be to help Kyocera Mita prepare for an upcoming dealer-reseller meeting. At that meeting, the company will focus on new messages, including total cost of ownership. Kyocera Mita wants companies to consider not just the cost of a printer or copier, but the total cost, such as the supplies that must be purchased over the device's life span, an area where Hendrick says the company is very competitive.