Canon reviews 50m Euro media account

Canon is reviewing its £50m pan-European media planning and buying account. It is understood that European incumbent Mediaedge:cia is not repitching for the account.

The £10m UK account is currently handled by BJK&E but it is thought that it will be consolidated into one agency as part of the review, which is being handled out of Canon’s head office in Amsterdam.

It is understood that it has called the media review ahead of plans to relaunch the brand next year and also to extend its focus outside of Western Europe to include the rest of Europe, the Middle East and Africa. The brand’s advertising is handled by CDP London.

Over recent months, Canon has appointed a series of digital agencies, including The Brand Union and Agency.com, to help refine its online positioning. It has previously worked with LBi.

The move highlights its increased focus online although it also has a strong focus on European football sponsorship and was a sponsor of Uefa Euro 2008.