Canon, the camera and printing giant, has appointed CIA to handle
its dollars 35 million pan-European media planning and buying
The move will mean that CDP Media, a joint venture between CDP and
CIA-owner Tempus, will retain the pounds 8 million UK media account. CIA
triumphed against Carat after an original shortlist of four agencies was
reduced to two. OMD and Universal McCann were involved in the early
stages of the pitch.
Canon also ran a creative pitch alongside the media review. CDP has been
re-appointed as Canon's creative agency across Europe for consumer
TBWA/ Hakuhodo, along with Tequila Worldwide, will create business
solutions advertising. CIA previously held the media account for Canon
in Italy but will now run the entire European account. The win is at the
expense of TBWA/ Hakuhodo, which handled media in several markets
outside the UK and Germany.
It is thought that Canon is in the final stages of agreeing the
financial terms of the appointment with CIA after seeing presentations
last week. CIA refused to comment.
James Leipnik, the chief of business strategy for Canon Europe, said:
"Canon is moving towards a pan-European model. It is imperative that the
change in the way we do business is reflected in the way we develop the
Canon's most recent UK advertising activity is for its range of consumer
digital imaging cameras and features the line: "Bring your ideas to
life." The press campaign, created by CDP, features the ex-Eurythmics
star Dave Stewart. Other campaigns to support colour printers and fax
machines have also run.