NEC uses consensus approach to develop new global image

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TOKYO -- NEC Corporation, the $44bn Japanese information technology company, is underscoring its multimedia capabilities in a new corporate image campaign. A new slogan, "Just imagine NEC MULTIMEDIA", will be the focus of a new global campaign to promote NEC's image as a global multimedia leader. The new slogan will be used by all NEC subsidiary companies around the world in their advertising and promotional materials.

NEC says it's the only company in the world to be ranked among the top five leading companies in the industries that are core to multimedia (semiconductors, information technology/computers and telecommunications). NEC lays claim to this unique leadership in a new worldwide advertising program.

In the effort to develop this new program, NEC has retained four agencies; Dentsu and Hakuhodo in Japan; Travis Sennett Sully Ross Ltd., a Dentsu subsidiary based in London, and Hampel Stefanides in the U.S. The agencies were briefed to come up with broad ideas and slogans, to identify NEC with multimedia and multimedia with NEC. These ideas were then proposed to each of NEC's major affiliates and an internal poll was used to determine which one most clearly reflected the operations and ideals of the company. The results clearly showed "Just imagine NEC MULTIMEDIA" to be the winner.

In 1977, NEC pioneered the concept of "C&C", the integration of Computers and Communications. This is viewed by many as one of the clearest origins of multimedia and has remained as the company's corporate philosophy ever since.

Copyright February 1997, Crain Communications Inc.

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