MindShare has won the £1m media planning and buying for camera company Olympus UK. It is not thought that there was a competitive pitch for the business, which was previously handled by Initiative.
The agency is now working with the company on the launch campaign for the new E-410 D-SLR (digital single lens reflex) in June. It is currently supporting the E-400 through print and online work. The creative work has been developed in Germany.
The company is targeting consumers who want to upgrade to a high-end compact camera with increased functionality. Its target audience is 30 to 55-year-old men.
Olympus is the joint number one manufacturer of digital cameras with Sony and also makes a range of other consumer products and medical equipment.
The company is involved in a number of sponsorships such as the Rallycross Open Series and the Underwater Image Festival, which took place in Birmingham last month. It is also involved in a number of other photography exhibitions.
The brand uses the strapline “Your Vision. Our Future” across all of its internal and external brand communications.