Commodore comeback campaign goes to Pleon

Commodore, the darling of the 1980s home computing boom, is using PR to re-establish itself as a major technology force. The firm has handed a global brief to Pleon and will plunge the majority of its marketing budget into PR.

'Commodore stood for all kinds of technology innovation in the 1980s, but has lain dormant until now,' said Pleon president Alex Schoep, who will run the account alongside consultant Lieselotte Brinkman.

'Commodore wants to position itself as a provider of both products and content,' he added.

The current product range includes MP3 players, satellite navigation units and an iTunes-style music store.

Commodore International Corporation is owned by Nasdaq-listed Yeahronimo Media Ventures, which purchased the Commodore brand in March last year. This year the company announced the acquisition of hardware distributor SupportPlus.

Pleon's first task is to showcase Commodore at the huge technology trade fair Cebit in Hanover, Germany in early March.

Commodore 64 and Amiga computers became household names in the 1980s. But a slump in fortunes saw the firm file for bankruptcy in 1994. It then passed through German firm Escom and Dutch computer maker Tulip Computers before its sale last year.

Schoep and Brinkman report to Commodore SVP worldwide marketing Waheed Bahtti, running the campaign from Pleon's Amsterdam office. The brief was won after a competitive pitch.

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