Lowe Direct secures NEC Computers task after three-way fight

Lowe Direct has scooped the multimillion pound account for NEC Computers in a three-way pitch against Craik Jones and KLP Euro RSCG Direct.

Lowe Direct has scooped the multimillion 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 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.’



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