Canon is centralising its estimated pounds 30 million pan-European media planning and buying account, and is talking to four media networks about the business.
The company is believed to have seen pitches from OMD, Carat International, Universal McCann and CIA and is thought to be in the process of reducing the shortlist to two networks. The office equipment and camera company confirmed it was seeking to consolidate its media planning and buying but declined to confirm the shortlist under consideration.
CIA has the account in some local markets including Germany. TBWA Hakuhodo handles buying and planning in other European markets. Adventa/Lowe Lintas handles both creative and media accounts for Canon in Russia, having won the business from Grey Worldwide in January.
CDP Media, a joint venture between CDP and CIA, handles Canon's media buying account in the UK. It is expected to hold on to the account if CIA wins the pan-European pitch.
The review is not thought to affect Canon's pan-European creative agency, CDP UK. CDP's latest campaign for Canon launched in November and was part of a pounds 3 million push to highlight the brand's innovation and range of products.
None of the four networks involved were prepared to comment on the pitch.