NEWS: Canon calls roster shops in to create Euro ads template

Canon, the camera-to-copier giant, is consulting agencies about how best to harmonise its advertising across Europe.

Canon, the camera-to-copier giant, is consulting agencies about how best

to harmonise its advertising across Europe.



The Japanese-owned company, unlike most of its American competitors, has

traditionally handled its sales and marketing on a strictly country-by-

country basis. However, an initiative has brought together agencies from

the UK, France and Germany - which make up 50 per cent of European sales

- to address the issue of advertising across borders.



The project is being co-ordinated by Canon Europa’s head office in

Amsterdam. Peter Kersten, manager of marketing services, has asked four

roster agencies to produce a ‘creative platform’ for its products. This

would cover such things as typefaces, and agencies would have to prove

that their platform could work in campaigns across individual countries.



‘This is not an agency competition. This is an attempt to have more

harmonisation of brands across Europe,’ Kersten explained. ‘It’s a pan-

European vision with local action.’



One agency is presenting for each major market. Grey, which handles

Canon’s camera advertising, has been chosen from the UK, where WCRS is

also an incumbent, because of its European network, according to

Kersten. Lowe-Alice has been selected from France, FCA BMZ from Germany

and TBWA from the Benelux countries.



Agencies have been asked to present their ideas by the end of March,

with the ultimate aim of drawing up a set of guidelines for use by all

Canon’s advertising agencies across Europe.



Kersten stressed the initiative would not necessarily lead to pan-

European campaigns for Canon’s products, but he did not rule this out

for the future. ‘It may eventually lead there,’ he said.



Grey London’s head of client services, Richard Pinder, confirmed Grey

would be working on the Canon project, but declined to give further

details.



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