The computer giant, ICL, and its major shareholder, Fujitsu, are talking
to agencies about a massive drive to raise awareness of the new Fujitsu
brand of personal computers across Europe.
TBWA, Simons Palmer and the Swedish agency, Cappuccino, have been asked
to pitch for the business, which will to be worth up to pounds 15
million. Media for the account will be handled by ICL’s roster shop,
Carat, both here and on the Continent.
From 1 July, all of ICL’s ‘volume products’ - personal computers and
servers - will be spun off into a new joint venture with Fujitsu and
sold purely under the Fujitsu brand name.
The new company will have its headquarters at ICL’s offices at
Bracknell, Berkshire, and be run by the head of its volume products
division, David Mills.
The Fujitsu name has poor awareness among PC buyers, despite the
Japanese conglomerate’s strong presence in the mainframe and electronics
The new company has earmarked tens of millions of pounds for a pan-
European campaign to install the brand firmly in the minds of consumers,
according to ICL’s marketing and communications manager for the volume
products division, Martin Archer.
Archer will take on the role of head of marketing at the new company. He
commented: ‘Clearly, we’ve got the objective of growing Fujitsu
awareness. We have got to spend money in order to do this.’
Archer admitted that awareness of the Fujitsu name was below 1 per cent
in some places. He said he hoped to raise this to somewhere ‘in the
20s’. ‘We’ll spend all that’s necessary,’ he commented.
To date, most of ICL’s advertising spend has been devoted to product
commercials, such as the launch of a PC/TV under the old Fujitsu-ICL
label last year. This was handled by Simons Palmer, while European
corporate advertising was restricted to a modest spend through
Paul Simons, the chairman of Simons Palmer, confirmed that he had begun
discussions about the European business, but declined to give further
The creative and strategic pitches are scheduled to take place in May.
Details about the new company have not been finalised. For example, it
still does not have an official name. However, it is expected to be 80
per cent owned by Fujitsu, with the balance held by ICL.
Its inaugural advertising campaign is expected to begin around