TDK, the market leader in audio and video tapes, has been talking
to agencies in London, Paris and Germany about a renewed pan-European
Marketing executives from the Japanese-owned company’s European head
office in Luxembourg visited a number of shops last week, including Euro
RSCG in Paris, as well as Delaney Fletcher Bozell and BDDH in
The UK incumbent, Mellors Reay and Partners, which spent more than
pounds 500,000 in a pre-Christmas campaign, was not involved in
discussions and refused to comment on the project. It is not yet clear
whether any pan-European push would draw budgets from local accounts, or
be in addition to them.
Susan Edwards, the marketing manager of TDK UK, confirmed that the
European marketing communications manager, Andrew Burrows, was talking
to agencies. However, she declined to give details.
Euro RSGC in Paris was originally appointed to a pan-European role in
July 1992. Yet little has since been seen of the dollars 16 million
budget reported for the push. No budgets have been given for the project
this time around.
The Japanese group currently spends the lion’s share of its marketing
budget on promotions. For example, TDK sponsored Tina Turner’s recent
European tour and also Phil Collins’ recent concerts.
However, last October’s appointment of Burrows, who has a strong agency
background, has shifted the focus of attention of the group closer
towards what the operation’s above-the-line advertising can achieve.