TBWA picked up the account after an agency review that also included fellow Omnicom shop CLM/ BBDO, Paris, and 154, Paris, a French subsidiary of Canon's Japanese agency Dentsu.
The review follows Canon's July 1 decision to split its French operations into two distinct business units: Canon Communication and Image France, which is now responsible for the consumer and professional electronics goods covered by the new TBWA account, and Canon France, which deals exclusively with corporate clients for computer and information technology products.
TBWA was seen as the favorite for the consumer electronics account; it is the incumbent on the photo-video aspects of the Canon budget. CLM/BBDO, for its part, is the incumbent on the computer system and IT portion of the Canon account.
The budget for the account is undisclosed. Canon spent about $8 million on French advertising in 2000, according to statistics from French media monitor Secodip.
TBWA is expected to launch its first ads for the new Canon account by late September. -- Lawrence J. Speer
Copyright July 2001, Crain Communications Inc.