Canon’s 10m advertising account has been split between CDP and WCRS, despite expectations of a consolidation into a single agency.
The two agencies pitched against Grey, which had handled the 2m camera account for four years prior to repitching, and TBWA Simons Palmer.
Grey will continue to work on the below-the-line account and it has not yet been decided whether this will be reviewed.
WCRS retained the 8m office equipment side of the account, continuing its 12-year relationship with the company, while CDP will handle all camera ads. CDP had no previous connection with Canon business.
Both agencies will split the 10m media account, which was lost by Grey’s media arm MediaCom.
Marketing director for Canon Ian Gravener says that the decision not to consolidate was a reflection on the agencies themselves.
“We felt that the agencies could not come up with a co-ordinated approach for both our camera and business machines divisions,” he says.
Gravener hints, however, that the accounts may be merged at a future date. “With the further development of digital technologies, the time may come when it is more feasible [to consolidate]. We have not ruled out merging the accounts at a later date,” he says.