NEWS: NEC unveils pan-Euro mobile telephone ads

Advertising by Britain’s Travis Sennett Sully Ross will spearhead NEC’s launch into the pan-European digital mobile phone market.

Advertising by Britain’s Travis Sennett Sully Ross will spearhead NEC’s

launch into the pan-European digital mobile phone market.



The agency has spent the past six months preparing the press and poster

campaign to establish NEC’s presence in the digital market in Britain

and other key European countries under the theme: ‘Say it, say it now.’



Budgets are undisclosed but sources suggest they could be between pounds

3 and pounds 5 million.



The advertising, breaking later this month, is to promote the G8, NEC’s

first digital mobile phone, which will lead its attempt to capitalise on

the market’s switch from analogue to digital technology.



NEC is trying to make the G8 a volume brand, unlike previous digital

products which have been targeted at frequent travellers using their

mobiles for international calls.



The initiative comes two years after Travis Sennett was awarded the NEC

mobile phones business via its Dentsu parent, which handles the client

in its Japanese domestic market.



NEC managers can choose from several creative executions depending on

the state of their local digital phone market. They range from the UK,

where digital phones have been targeted at the top end of the market, to

Germany, where digital products are regarded as an innovation.



The CDP Media Company buys media in Britain, with Dentsu buying across

the European mainland.



Gill Sully, who has just assumed full control of Travis Sennett’s

creative department (Campaign, last week) produced the campaign with the

art director, Kevin Shaw.



Peter Travis, the agency’s managing director, said: ‘This campaign

doesn’t play to the lowest common denominator as so often happens with

pan-European advertising. It will work across a number of markets and

can be adapted to local needs.’



The campaign will eventually extend to Africa, the Far East and

Australasia.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).