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
’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.’