Lowe Direct scoops NEC computers task

- Lowe Direct has scooped the multi-million pound account for NEC Computers in a three-way pitch against Craik Jones and KLP Euro RSCG Direct. The business has been dormant for some months, but was most recently handled by M&C Saatchi who is the agency of record for the Dixons Stores Group, which has an exclusive distribution arrangement with NEC. However, Lowe Direct's appointment comes at a time when the electronics giant -- which owns brands such as Packard Bell -- is planning a major profile-building drive for its NEC-branded range of products, with a big push on the direct selling route. Lowe Direct's first task will be to stimulate direct sales, initially through a national specialist press campaign. Other media will be introduced at a later date. The launch budget for the first marketing push will be in the region of £2 million. Nick Young, managing partner of Lowe Direct, said: "NEC is a giant organisation with an excellent product range. It has the resources and ability to challenge market leaders in many sectors. It has also bought into an adventurous creative approach, so we are particularly excited about the forthcoming campaign." Thierry Millet, the European executive sales and marketing director of NEC, said: "Lowe Direct really impressed us with their approach. We are looking to raise our profile significantly, so it is important for us to create an impact from the outset. The creative work they have produced is excellent, so we are confident that this campaign will have the desired effect."

- Lowe Direct has scooped the multi-million pound account for NEC Computers in a three-way pitch against Craik Jones and KLP Euro RSCG Direct. The business has been dormant for some months, but was most recently handled by M&C Saatchi who is the agency of record for the Dixons Stores Group, which has an exclusive distribution arrangement with NEC. However, Lowe Direct's appointment comes at a time when the electronics giant -- which owns brands such as Packard Bell -- is planning a major profile-building drive for its NEC-branded range of products, with a big push on the direct selling route. Lowe Direct's first task will be to stimulate direct sales, initially through a national specialist press campaign. Other media will be introduced at a later date. The launch budget for the first marketing push will be in the region of £2 million. Nick Young, managing partner of Lowe Direct, said: "NEC is a giant organisation with an excellent product range. It has the resources and ability to challenge market leaders in many sectors. It has also bought into an adventurous creative approach, so we are particularly excited about the forthcoming campaign." Thierry Millet, the European executive sales and marketing director of NEC, said: "Lowe Direct really impressed us with their approach. We are looking to raise our profile significantly, so it is important for us to create an impact from the outset. The creative work they have produced is excellent, so we are confident that this campaign will have the desired effect."



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content