Cheethambell JWT takes on Casio task

Casio, the cameras-to-calculators maker, has appointed Cheethambell JWT to handle its creative account in a bid to inject more emotional appeal into its advertising.

The company is expected to put up to £2 million behind the advertising initiative, which will embrace press, poster and online activity.

The Manchester agency's task is to get the Casio name known not just as a maker of pocket calculators, but also for such items as cameras and the G-Shock watch range.

Germ, the agency's in-house design consultancy, is working with it on the advertising, which is being described as "futuristic" in style. Media planning and buying is being handled by Vizeum.

The agency's appointment follows a protracted process, which began eight months ago when Casio reviewed its business out of Doner Cardwell Hawkins.

The process was delayed when consultants were called in to study the Casio brand and by a change of marketing director.