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.