Motive has landed the TDK media account across Europe after a
strategic pitch with Doner Cardwell Hawkins.
Doner Cardwell will handle the creative work on a branding campaign
planned for 1998 by the Japanese tape manufacturer. The pan-European
push will be backed by an estimated pounds 10 million.
The win was secured against several undisclosed agencies, thought to
include Delaney Fletcher Bozell, BDDH and Euro RSCG in Paris. Euro RSCG
held the account across Continental Europe until last July. Mellors Reay
and Partners is the incumbent in the UK, where TDK spent just pounds
250,000 last year.
Andrew Burrows, the European marketing communications manager for TDK,
is masterminding the branding exercise, which he said represented a
’significant change of strategy’.
Motive will plan the pan-European strategy and will oversee the
implementation, including appointing local media agencies. MediaCom will
not be retained on the UK media business.
Doner Cardwell will be the lead agency on the creative account,
co-ordinating the campaign with local TDK agencies, including Mellors
Reay in the UK.
Burrows said Mellors Reay would remain a TDK agency ’for the foreseeable
Mellors Reay’s last work for the client was a series of press ads that
featured Tina Turner, Raquel Welch and Britt Ekland and the line: ’Some
things never age.’