BDH wins 6m account to relaunch Commodore

The GGT acquisition of French agency BDDP received a boost this week with its first international win since the 96m deal was announced in December.

BDH, based in Manchester and part of the GGT group, has won the $10m (6.25m) account to relaunch Commodore computers across Europe and will use BDDP’s network of European offices to service the account. Sass Panayi and the Leith Agency also pitched for the brief.

The campaign will support the launch of a new range of multimedia home PCs and breaks in Germany this month. It will roll out to the UK in June and to European markets during the summer.

Roger Ward, deputy managing director of BDH, says: “We will position Commodore as the brand which makes ‘people-friendly computers’. Our approach will combine all aspects of advertising, display material and sales support – even down to interactive demonstrators within the PCs themselves.”

The Commodore brand has received no advertising for at least three years. Its brand name and trading rights were bought by Escom in 1995 for $15m (9.4m), and later taken over by an Escom management team, led by president Bernard van Tienan together with Dutch venture capitalists. It is now based outside Amsterdam.

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