NEWS: TBWA picks up pounds 25m pan-Euro Fujitsu business

TBWA is understood to have landed the pounds 25 million advertising task to raise awareness of the new Fujitsu brand of personal computers in Europe after a three-way pitch.

TBWA is understood to have landed the pounds 25 million advertising task

to raise awareness of the new Fujitsu brand of personal computers in

Europe after a three-way pitch.



Last month, it emerged that the computer giant, ICL, and its major

shareholder, Fujitsu, were talking to agencies about a massive

advertising drive (Campaign, 26 April). The move followed a decision to

spin-off all of ICL’s personal computers and servers into a new joint

venture company with Fujitsu from 1 July, and to sell them purely under

the Fujitsu brand name.



TBWA won the business this week after pitching against Simons Palmer and

the Swedish agency, Cappuccino. Media for the account will be handled

across Europe by TBWA’s media affiliate, Eurospace, which is part of the

Carat network. Carat is ICL’s roster media shop.



The new company, the name of which is yet to finalised, will be 80 per

cent owned by Fujitsu and 20 per cent owned by ICL. It will have its

headquarters at ICL’s offices in Bracknell, Berkshire, and be run by the

head of ICL’s volume products division, David Mills. The advertising

department will be headed by the former Compaq marketing executive,

Barrie Baxter.



TBWA’s first task will be to enhance the Fujitsu name among PC buyers.

Despite the Japanese conglomerate’s strong presence in the mainframe and

electronics markets, it has a poor awareness among consumers.



TBWA’s managing director, Jo Hoare, refused to confirm the win. However,

he said: ‘Should we get it, the opportunity will be one of the true

marketing challenges for the next few years.’



TBWA’s first advertising is expected to break in September.



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