Epson’s pounds 30 million European advertising account is up for grabs
as the Japanese printer giant gears up for its first pan-European
Epson currently uses a different agency for each country in Europe.
However, this way of dealing with marketing looks set to end, with
Epson’s senior manager for Europe, Hiromi Taba, putting agencies on
alert for an all-out pan-European pitch.
It is likely that three agencies will be chosen for the final review,
one from each of Epson’s key markets of Germany, France and Britain. In
the UK, its pounds 2 million business is split between two shops, with
product advertising handled by Dowell and Associates and Delaney
Fletcher Bozell running corporate advertising. Total Media handles all
In France, BDDP handles the lion’s share of Epson’s advertising.
In addition, Bozell Worldwide runs some limited Europeanwide advertising
out of Amsterdam. Richard Hammond, Bozell’s senior vice-president for
international operations, declined to comment on the pitch.
Agencies have not yet been told whether they will take part in the
review. However, Epson’s Taba, who is based at the group’s European
headquarters in Amsterdam, is understood to be putting together an
international committee of marketers from the company to oversee the
Epson’s move is part of a trend, kicked off by Sony, for Japanese
conglomerates to view parts of the world more regionally, rather than
country by country. The copier and camera group, Canon, instituted a
similar, if scaled down, move last month (Campaign, 23 February).