Canon dumps Grey for CDP in rethink

Canon, the Japanese office equipment-to-cameras giant, has stunned Grey, one of its long-standing incumbents, by ditching it in favour of the Dentsu-owned agency, CDP.

Canon, the Japanese office equipment-to-cameras giant, has stunned

Grey, one of its long-standing incumbents, by ditching it in favour of

the Dentsu-owned agency, CDP.



Grey, which has run the pounds 2 million camera side of the business for

many years, has been asked to cede its account to CDP following a review

involving Canon’s two roster shops and two outside agencies.



In what was billed as a winner-takes-all pitch, Grey and WCRS, which

works on Canon’s pounds 8 million business products account, were asked

to make presentations on how to merge all of the conglomerate’s brands

into one strategy and account.



The same brief was also given to TBWA/Simons Palmer, which handles the

Canon business on the Continent in tandem with the Japanese agency,

Hakuhodo, and CDP.



However, despite a three-month review involving presentations before all

of Canon UK’s senior marketing staff, the marketing director, Ian

Gravener, decided the time was not yet ripe to consolidate the

business.



’We felt the agencies could not come up with a co-ordinated approach for

both our camera business and our machines division,’ he said, adding

that he would possibly review the decision once digital technologies had

come more to the fore.



Gravener confirmed that WCRS would retain business products and that CDP

would begin work on its camera advertising over the next few weeks.



CDP’s managing director, Chris Macleod, said the agency’s experience on

cameras, built up during its tenure of the Olympus account, was

instrumental in the win. ’We showed an understanding of the product

field,’ he said.



The business was awarded and retained on a full-service basis.



Canon’s most famous advertising to date was for its office equipment.

WCRS came up with the slogan: ’If anyone can, Canon can.’ This has been

updated to, ’You and Canon can.’



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