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
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.