Casio reviews G-Shock out of Doner

Casio has parted company with advertising agency Doner Cardwell Hawkins, which handles the G-Shock watch brand, as it starts an advertising review for its consumer electronics and timepiece portfolio. It is understood the company is keen to consolidate advertising for its brands into a single agency.

The company is understood to have shortlisted Maher Bird, Heresy and Cheetham Bell JWT for the business. It has been working with Doner on the G-Shock and Baby-G watch brands for over six years, but is now looking for an agency to handle its range of digital cameras and LCD TVs as well.

Casio spent about &£1.5m advertising its watches last year but the budget is expected to be significantly increased as the company tries to gain a foothold in the lucrative digital camera and LCD screen markets, which have experienced significant growth in recent years. The company also makes other products including projectors and musical instruments.

The company first called a pitch in August but it was stopped because of the lack of a clear brief. It has since consulted branding agency Dragon to look at the business and its brand portfolio to help refine it positioning. It plans to launch a campaign early next year.


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