Phd is being tipped to scoop the consolidated £50m pan-European media planning and buying account for Canon. It is the first time the print technology company has consolidated its European media duties into one agency.
Omnicom-owned Phd pitched against Carat and Universal McCann. UK incumbent BJK&E, now renamed Maxus as part of the WPP network, had held the bulk of the European business but did not repitch.
Canon spends £10m on media in the UK, much of it on print. It also spends £16m in Germany, £6m in Italy and £5m in the Netherlands according to Nielsen Media Research. The review was conducted through the AAR and led out of Canon’s head office in Amsterdam.
The review was called in September and is understood to have come ahead of a relaunch of the brand next year. Canon also intends to extend its focus outside Western Europe.
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.
A Canon spokesman says no appointment has been made.