NEWS: Five shops to battle for Nikon pan-Euro camera campaign

Five agencies are lining up for a Nikon pitch from which the victor could take the ultimate prize of the Japanese group’s pounds 6 million advertising across Europe.

Five agencies are lining up for a Nikon pitch from which the victor

could take the ultimate prize of the Japanese group’s pounds 6 million

advertising across Europe.



Foote Cone Belding, the Conquest group, Bozell Worldwide and two other

agencies will pitch on 16 April in Amsterdam for the job of launching a

state-of-the-art camera.



The launch is the first time the camera-maker has sought to enter the

market on a Europeanwide basis, and agencies have been asked to

concentrate on ways of harmonising its advertising across the Continent.

So far, Nikon has allowed each country free rein in the way it markets

its products but the company is now keen to have a more concerted

European approach.



Each of Nikon’s biggest European markets - Germany, France and the UK -

were asked to nominate agencies to pitch for the business, all of which

face a Japanese agency and one other from Switzerland in the final

shoot-out.



Delaney Fletcher Bozell has handled Nikon’s work in the UK for around

seven years. Bozell Worldwide’s executive vice-president Europe, Paul

Slaymaker, confirmed the agency was participating in the review.



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