By JOHN TYLEE, campaignlive.co.uk, Friday, 15 March 1996 12:00AM
Advertising by Britain’s Travis Sennett Sully Ross will spearhead NEC’s
launch into the pan-European digital mobile phone market.
The agency has spent the past six months preparing the press and poster
campaign to establish NEC’s presence in the digital market in Britain
and other key European countries under the theme: ‘Say it, say it now.’
Budgets are undisclosed but sources suggest they could be between pounds
3 and pounds 5 million.
The advertising, breaking later this month, is to promote the G8, NEC’s
first digital mobile phone, which will lead its attempt to capitalise on
the market’s switch from analogue to digital technology.
NEC is trying to make the G8 a volume brand, unlike previous digital
products which have been targeted at frequent travellers using their
mobiles for international calls.
The initiative comes two years after Travis Sennett was awarded the NEC
mobile phones business via its Dentsu parent, which handles the client
in its Japanese domestic market.
NEC managers can choose from several creative executions depending on
the state of their local digital phone market. They range from the UK,
where digital phones have been targeted at the top end of the market, to
Germany, where digital products are regarded as an innovation.
The CDP Media Company buys media in Britain, with Dentsu buying across
the European mainland.
Gill Sully, who has just assumed full control of Travis Sennett’s
creative department (Campaign, last week) produced the campaign with the
art director, Kevin Shaw.
Peter Travis, the agency’s managing director, said: ‘This campaign
doesn’t play to the lowest common denominator as so often happens with
pan-European advertising. It will work across a number of markets and
can be adapted to local needs.’
The campaign will eventually extend to Africa, the Far East and
This article was first published on campaignlive.co.uk