Dowell and Associates has scooped the centralised UK advertising account
for the Japanese printer giant, Epson, in the midst of a pan-European
creative rethink (Campaign, last week).
The agency is to take over the pounds 3 million advertising for Epson’s
UK and international divisions after a two-way shoot-out against Winston
Fletcher’s Delaney Fletcher Bozell. The two agencies had shared the UK
business, with Dowell handling product-based advertising and Bozells the
corporate work. Dowell now takes on the entire UK above- and below-the-
line work for the company.
Geoff Dowell, the agency’s executive chairman, said that Dowell’s track
record on Epson’s product advertising had helped clinch the centralised
‘Over the past three years our campaigns have always generated a good
response, and we were able to demonstrate a strong emphasis on achieving
real results for the company,’ Dowell added.
Dowell also takes on advertising for Epson’s International division,
which incorporates Africa, the Middle East and Scandinavia. Dowell is
part of a network of independent agencies, E3, which will be used to
handle Epson’s advertising in local markets outside the UK.
The UK advertising overhaul comes as Epson steps up its plans for to
achieve a harmonious approach to its European advertising. The company
is set to brief three of its incumbent European agencies to devise a new
pan-European advertising concept.
Bozell Worldwide, which handles some Epson business in Amsterdam, is
expected to pitch alongside two other Epson agencies to design a new
look for the company’s European ads.