Motive picks up 10m TDK brief

Motive has scooped the estimated 10m pan-European media buying account for TDK, the Japanese audio and video tape maker, in a joint pitch with creative agency Doner Cardwell Hawkins.

The win has resulted in the agencies forging a new partnership, with more joint pitches being planned. The Motive International division, which already handles Levi-Strauss, Dunhill and Polaroid in the UK and overseas markets, will provide overall strategic media planning for the TDK campaign.

Head of Motive International James Greet says: “I am sure this will be the first of many projects we work on with Doner Cardwell Hawkins.”

The brief is to produce a campaign “delivering a consistent brand image for TDK across Europe”, according to the company. It will break in France, and then roll out to other European markets next year, including the UK where the account is handled by Mellors Reay & Partners.

TDK put the whole creative and media account up for review last February. It had been handled previously by EURO RSCG in Paris, which was originally appointed in July 1992 with a projected media spend of $16m (9.7m). The spend for this campaign is not divulged, but it is believed it could be for a similar sum.

Motive and Doner Cardwell beat Delaney Fletcher Bozell, Ammirati Puris Lintas, EURO RSCG, Mellors Reay and two other agencies.

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