CDP picks up Canon Europa account

CDP has won the multi-million pound pan-European account for Canon Europa following a pitch against two other roster agencies.

CDP has won the multi-million pound pan-European account for Canon

Europa following a pitch against two other roster agencies.



The appointment marks the first time CDP has taken on a Canon brand

outside the UK where it handles the advertising for Canon cameras.



CDP, which competed against TBWA/Hakuhodo and McCann-Erickson for the

business, has created a press campaign that will run across 14 European

markets, including the UK, Germany, Italy, Spain and France.



The ads focus on Canon’s ability to offer more than just hardware and

position the company as a solutions provider that can also deliver

consultancy and software. The company hopes to be seen as able to advise

on office solutions rather than just a supplier of office equipment.



It is also the first campaign to introduce the new line ’Imaging across

networks’, which will now run on all Canon advertising throughout the

Continent.



Two of the executions use the line: ’Harness digital power with imaging

across networks.’



Kevin May, the director in charge at CDP, said: ’The digital age is both

exciting and daunting for many small businesses. Only those who get on

top of the opportunities it brings will survive and Canon is there to

give the smaller operators a helping hand.’



The ads were written by John Cook and art directed by Noel Hasson. Media

is being bought locally and will be co-ordinated by Hakuhodo Media

Europe.



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