Nikon, the camera manufacturer, is consolidating its &£6m advertising business across the UK, France and Germany. It is has invited four agencies, UK incumbent BMP DDB, German incumbent Red Cell, Japanese agency ADK and McCann-Erickson, to pitch for the account.
Group marketing manager Jeremy Gilbert says that initially the work will be handled on a project-by-project basis only. The consolidation does not extend to the brand’s other European divisions but Nikon is expected to centralise its European advertising, which would cover 13 other countries, if the move proves successful.
Nikon has been concentrating on its promoting its digital camera range in the UK. It has run limited advertising across Europe over the past few years, but in February it appointed digital agency AKQA to launch its CoolPix SQ digital camera on the continent.
The camera brand is keen to introduce some consistency across its European advertising and the newly appointed agency will continue the brand campaign started by BMP after it won the account in April 2000. BMP is working on a number of specialist press ads for the brand.
The growth of the digital camera market has helped to boost sales for Nikon in the face of a decline in demand for its hi-tech products, such as semiconductors, and the Asian economic crisis.