NEC plans boost for European profile

NEC, the Japanese electronics giant, is looking for an agency to handle its £6 million pan-European advertising duties.

The company has approached a number of agencies and is compiling a longlist. This will be broken down into a shortlist of four after a round of chemistry meetings.

The successful agency will be briefed with building the Japanese brand's identity across Europe, while creating brand-led advertising for the company's range of electronics equipment.

This includes mobile phone and 3G handsets, projectors, plasma screens, computers, security systems, server solutions and storage hardware.

Despite being Japan's largest mobile phone and personal computer manufacturer, NEC is concerned that its brand and services are not fully recognised in Europe.

Cdp-travissually, the Dentsu-owned agency, currently handles the pan-European account. It picked up the business in 2004 following a pitch against Mustoes, Proximity, and Banner.