Cogent drafts in Hakuhodo director to run Fujitsu

- Cogent has drafted in Trevor Morphew, the client services director of Hakuhodo's London agency, to run its newly-acquired £12 million Fujitsu computers pan-European account.

- Cogent has drafted in Trevor Morphew, the client services director of Hakuhodo's London agency, to run its newly-acquired £12 million Fujitsu computers pan-European account.

Morphew's move to the West Midlands -- where he will also take charge of Cogent's new business efforts -- ends a five year spell with Hakuhodo, where he was heavily involved in the agency's NEC and Hitachi business.

Cogent is currently developing its first work for Fujitsu, which it won in tandem with World Writers, after a pitch against six agencies from the UK, Germany and France as well as the incumbent shop, Sweden's Cappuccino.

Morphew said his experience of handling Japanese clients was an important but not necessarily key factor in his appointment.

"Many Japanese companies have excellent marketers running their business locally," he said. "But it obviously helps to know how they operate and how similar they are in their thinking and philosophy."

Morphew's arrival at Cogent renews his working relationship with Mike Rayner, the agency's managing director, with whom he previously worked at BMP DDB.

Morphew's agency career began at Saatchi & Saatchi in the early 80s before he moved to BMP where he worked on Toyota, Fisher-Price toys and the GLC. He has also had spells at Young & Rubicam and the then FCO.

His brief is to co-ordinate a pan-European branding and product campaign for Fujitsu and to find the extra account managers and executives needed to service it.

"Running Fujitsu will be a huge task," Morphew said. "But I've long fancied the idea of joining an agency outside London which still gives me the opportunity of working with talented people."





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