Casio hires McCann as UK creative shop

Casio Electronics has hired McCann Erickson Birmingham as its UK creative agency after a five-way pitch against undisclosed agencies.

The incumbent, the Manchester-based Cheethambell JWT, has held the business since 2005. It created the "Casiology" brand identity.

McCann Erickson Birmingham's first campaign for Casio will break nationally this summer; it will primarily target a male audience. The launch of one of its new watches will be tied to an upcoming Hollywood film, scheduled for release this summer.

The remit will be aimed at both trade and consumer audiences. The full scope of work includes the breadth of Casio products, such as the G-Shock watches, Exilim digital cameras, calculators, musical keyboards and other business-to-business products.

Tim Gould, the head of marketing for Casio, said: "McCann Erickson outperformed the competition with its ability to show real insight into the pulse of today's urban male."

Edward Fitzgerald, the managing director of McCann Erickson Brand & Business Communications, added: "It was our ability to integrate advertising and promotional concepts that won the day."