Agfa-Gevaert to review 9m worldwide account

Agfa-Gevaert, the electronic imaging giant, is reviewing its 9m worldwide ad account held by McCann-Erickson.

The company has spoken to about 25 agencies in both the UK and the US about the through-the-line creative account for its products, which include copiers and scanners.

The account excludes Agfa’s photographic arm, which will continue to be handled by McCann.

Anderson & Lembke, the agency recently acquired by McCann, has held the account for ten years. McCann has been invited to repitch for the business.

The account will cover 30 markets, in which media planning and buying will continue to be handled by local agencies.

The review is being handled by Boston-based man-agement consultancy Pile & Co, and president Skip Pile says a shortlist will be drawn up by the end of the month.

Agfa is planning a marketing campaign to revamp its image. The company was established more than 100 years ago and developed the first colour photography process.

Although Agfa has spent nothing in the UK this year, the spend is expected to increase significantly.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here