Canon lines up four in pounds 10m centralisation race

The Japanese electronics giant, Canon, has kicked off a ’winner-takes-all’ pitch for its pounds 10 million advertising account, previously split between WCRS and Grey.

The Japanese electronics giant, Canon, has kicked off a

’winner-takes-all’ pitch for its pounds 10 million advertising account,

previously split between WCRS and Grey.



Canon, famous for its enduring slogan, ’If anyone can, Canon can’, will

be seeing two other agencies - TBWA and Collett Dickenson Pearce - as

well as the incumbents.



The centralised business will be awarded on a full-service basis. Media

is split between WCRS and MediaCom, Grey’s media dependant.



Until now, Grey has been running Canon’s pounds 2 million camera

advertising and WCRS the office equipment side, worth about pounds 8

million. However, Canon, in common with other Japanese conglomerates,

has been moving towards a more co-ordinated branding approach in each of

its local markets.



With this in mind, the UK office equipment arm at Wallington in Surrey

and the camera division at Neasden, North-west London, have been asked

by their Japanese head office to work together to find a single joint

agency.



The pitches, which are scheduled for the end of April, are being

overseen by Canon’s marketing services manager, Martin Orton.



Canon’s most famous advertising to date has been for its range of office

equipment through WCRS.



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