CDP has won the multi-million pound pan-European account for Canon
Europa following a pitch against two other roster agencies.
The appointment marks the first time CDP has taken on a Canon brand
outside the UK where it handles the advertising for Canon cameras.
CDP, which competed against TBWA/Hakuhodo and McCann-Erickson for the
business, has created a press campaign that will run across 14 European
markets, including the UK, Germany, Italy, Spain and France.
The ads focus on Canon’s ability to offer more than just hardware and
position the company as a solutions provider that can also deliver
consultancy and software. The company hopes to be seen as able to advise
on office solutions rather than just a supplier of office equipment.
It is also the first campaign to introduce the new line ’Imaging across
networks’, which will now run on all Canon advertising throughout the
Two of the executions use the line: ’Harness digital power with imaging
Kevin May, the director in charge at CDP, said: ’The digital age is both
exciting and daunting for many small businesses. Only those who get on
top of the opportunities it brings will survive and Canon is there to
give the smaller operators a helping hand.’
The ads were written by John Cook and art directed by Noel Hasson. Media
is being bought locally and will be co-ordinated by Hakuhodo Media