TDK poised to pick agency to manage new pan-Euro push

TDK, the market leader in audio and video tapes, has been talking to agencies in London, Paris and Germany about a renewed pan-European advertising drive.

TDK, the market leader in audio and video tapes, has been talking

to agencies in London, Paris and Germany about a renewed pan-European

advertising drive.



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

London.



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.



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