Mitsubishi Electric PC Division, formerly Apricot Computers, is
searching for a new shop to handle its media as it pursues European
expansion plans that will see its pounds 2 million spend almost double.
The computer giant has invited Mediastar, YMG Carat and Manning Gottlieb
Media to pitch for the business, excluding its incumbent agency, Banner
The are no plans to move the creative business, which remains with Da
Costa and Company. Nick Da Costa, the managing director of the agency,
said that he was excited at the prospect of the account expanding.
The move to a mainstream media agency reflects the company’s desire to
make its presence felt in the consumer PC market. Until last year,
Apricot had confined itself to the corporate PC business, where it was
well known for its network PCs.
Mitsubishi Electric PCD said it is looking for an agency that can offer
a good balance of buying power, planning strength and creative approach,
particularly in mainstream media such as national press and broadcast.
Mediastar currently works on Microsoft and YMG has previously worked
with Acorn Computers.
Rob Norum, media director at Banner and Co, said: ‘Mitsubishi is looking
for an agency to spend tens-, if not hundreds-of-millions of pounds in
the national press and broadcast media as it seeks the consumer market.’