Brother to roll out major inkjet ad campaign

Brother, the electronics company, is pushing out its first Europe-wide TV advertising campaign next week in a bid to appeal to small and medium sized companies with big aspirations.

Brother: readies inkjet campaign
Brother: readies inkjet campaign

The €10m (£8.2m) campaign, created by Grey London, is themed "141%" and promotes the brand’s A3 inkjet printer range as essential technology for small, ambitious businesses.

Anthony Peart, European marketing communications manager at Brother, said: "This is the first time we have undertaken a Europe-wide TV advertising campaign and we wanted to ensure a strong impact.

"Grey hit the spot with their understanding of our target market and creative approach, which draws on the aspirational elements of the product offering."

Nick Rowland, creative head at Grey London, said: "141% is the difference between A3 and A4, but also stands for and celebrates the ambitious mindset of our target audience, and ultimately, the brand."

The campaign will run in 19 European countries and includes three television spots, print and online advertising, with MPG International handling media buying.

The first TV spot will run on 13 September.