Packard Bell has moved its 2m media buying account from Media-Vest to Walker Media.
The computer brand, which is sold exclusively through retail outlets, follows in the footsteps of the 108m Dixons business, which switched from MediaVest to Walker Media in March.
A campaign for the Packard Bell brand – owned by Packard Bell NEC – will be launched this summer. Packard Bell has traditionally been advertised in daily newspapers. Advertising will now be extended to lifestyle magazines, the computer press and radio.
Creative work is handled by M&C Saatchi, which owns 50 per cent of Walker Media. M&C also handles the Dixons creative account.
The Packard Bell creative business will stay with M&C following a minor review in January. Susan Lazareff, marketing director at Packard Bell, says: “We didn’t go as far as creative strategy or creative pitches and the exercise was a validation of M&C’s work.”
Originally positioned to attract first-time buyers, the brand is now being more broadly targeted.
Packard Bell NEC Europe was formed in 1996 following the merger of PC operations Packard Bell, Zenith Data Systems and NEC.