Morphew moves to Cogent to cultivate its Fujitsu account

Cogent has drafted in Trevor Morphew, the client services director of Hakuhodo’s London agency, to run its newly acquired pounds 12 million Fujitsu computers account.

Cogent has drafted in Trevor Morphew, the client services director

of Hakuhodo’s London agency, to run its newly acquired pounds 12 million

Fujitsu computers 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 (Campaign, 28 August).



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 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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