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
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
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.’