M&C picks up 3m task for ‘computer in a desk’ firm

M&C Saatchi has won a 3m brand-building campaign for Powerdesk – desks with built-in computers.

Powerdesk International has created the first integrated desk computer. Instead of having a separate PC tower, everything is combined in the structure of the desk, including CD/DVD drives controls, ports and cabling.

M&C Saatchi has established a new visual brand identity and is rolling out a global campaign that aims to build awareness of Powerdesk. M&C Saatchi Group companies LIDA and Walker Media have also been retained to handle direct marketing and media planning and buying.

Powerdesk managing director David Gilbert says he came up with the idea when setting up computers in the office of his furniture company in the mid-1990s. He decided that putting the computer inside the desk would solve the problem of wasted space and external cables.

The product is described as “the third platform” in computing, after the PC and laptop, and featured in the CeBIT 2005 “Top 20” products, alongside Apple’s iPod.