The Week: PHD scoops Canon's consolidated £50m media account

PHD has won the consolidated £50 million media planning and buying account for Canon across Europe, the Middle East and Africa.

The Omnicom-owned agency won the account after a three-way pitch against Interpublic's Universal McCann and the Aegis-owned Carat. The incumbent in most markets, Mediaedge:cia, declined to repitch for the business.

It is the first time the technology company has consolidated its European business into one agency.

The account includes Canon's £10 million media planning and buying business in the UK, which has been held for the past six years by the WPP-owned BJK&E (now Maxus).

The pitch process, which was handled by the AAR, kicked off in September last year and was led out of Canon's head office in Amsterdam. The review was prompted by Canon's desire to extend its media activity beyond a focus on Western Europe to cover the EMEA region.