Mediaedge:cia shares NEC work with Faulds

Mediaedge:cia and Faulds Advertising have won the multimillion-pound pan-European corporate account for NEC. The agencies are to promote the Japanese manufacturer's capabilities ahead of the launch of 3G mobile technology.

Faulds won the creative business following a five-way pitch against the networks Saatchi & Saatchi, Hakuhodo, McCann-Erickson and the incumbent, cdp-travissully.

Mediaedge:cia already handles the media account for Ericsson mobile phones and is expected to put the NEC business through one of its partner agencies. The review was led out of NEC's London office and was overseen by NEC headquarters in Tokyo.

Mediaedge:cia and Faulds are working on a campaign to target corporate decision- makers and IT directors. Due to break in November, it will focus on repositioning NEC as a provider of integrated technological solutions, rather than just a hardware vendor.

The win is the first piece of business Faulds has picked up since news broke that the agency had entered into talks with Asatsu (ADK), Japan's third-largest ad agency, as Asatsu looks to build a UK presence and Faulds looks for an international platform to service its clients. The two companies are still in discussions over the deal.

The win also comes two weeks after Faulds' purchase of the ailing London agency Malcolm Moore Deakin Hutson - which has subsequently been renamed under the Faulds banner.

Dennis Chester, the managing director of Faulds, said: "We won the pitch because NEC was impressed with the strength of Faulds and ADK. ADK brought a deep knowledge and understanding of the client and its business, while Faulds showed clear strategic thinking, together with a big creative idea."

ADK Europe's managing director, Ken Omri, added: "We are delighted to have been selected by NEC for this important assignment, especially as this is the first time we have collaborated with Faulds."

Last October, NEC Computers handed its £5 million UK media planning and buying task to CIA Scotland. The agency won the business from Media Planning Group, which at the time continued to work on the European account.

- Analysis, p20.

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