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,
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.