New Campaign – Fellowes

American office products company Fellowes is launching a multi-million pound consumer campaign focusing on the “shredder revolution” following a rise in people’s fears of identity fraud, the UK’s fastest growing crime.

Fellowes has appointed FCB London to its multi-million pound creative and media planning account following a competitive pitch against undisclosed agencies.

It has introduced a brand icon, a bulldog, which features in the company’s updated logo.

The campaign will advertise Fellowes’ DS1 model, which shreds cards and data CDs as well as paper. The multimedia campaign will promote the tagline, “the world’s toughest shredders”, and is expected to run across press, online and TV through 2006.

It is thought to be Fellowes’ first significant through-the-line marketing in the UK, although it advertises on television in America.

The pitch win follows Nigel Jones’s appointment as chief executive late last year, following a raft of resignations at the agency.

Jones of FCB is looking for planning and creative directors after recently appointing Enda McCarthy, the Nitro general manager, as managing director.

McCarthy replaces Jonathan Rigby who left in May last year.

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