Lowe Direct has scooped the multimillion pound account for NEC
Computers in a three-way pitch against Craik Jones and KLP Euro RSCG
The business has been dormant for some months, but it was most recently
handled by M&C Saatchi, the agency of record for the Dixons Stores
Group, which has an exclusive distribution arrangement with NEC.
The appointment comes at a time when the electronics giant 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 pounds 2 million.
Nick Young, the managing partner of Lowe Direct, explained: ’NEC is a
giant organisation, so we are particularly excited about the campaign.’