Canon Europe takes on Incline to create digital ad campaign

Canon Europe, the photographic equipment company, has appointed the WPP agency Incline to handle its pan-European digital creative.

The appointment of Incline reflects a shift in Canon's strategy towards moving greater amounts of its budget into digital advertising. It is also moving from a decentralised market-by-market digital strategy to more centralised activity.

Incline was awarded the business after presentations to Christiaan Holman, Canon's Amsterdam-based new-media manager.

Incline's sister agencies, Mediaedge:cia and Outrider, handle media planning and buying for Canon.

Incline's initial work is a campaign that will run across 13 European markets building on the "you can" advertising campaign created by Dentsu Europe and Cayenne Communications.

Incline will work across all Canon's consumer products and develop its generic digital advertising.

Simon King, the director of strategy at Incline, said: "Working for a major global brand like Canon is always an exciting opportunity to show how digital channels can be used not only to push products but build brands.

The task is to provide integrated cross-border digital marketing without compromising creative cut-through."

Holman said: "Our intention had been to create a unified marketing strategy across Europe with digital channels playing an increasingly important part."