BBDO recently landed a $20 million branding assignment for North America on top of the $6.7 million product advertising it already handles. The North American piece is part of a first-ever $120 million unified global "image elevation campaign," according to Bob Niimi, VP-business development, Pioneer Electronics North America. Asatsu, Tokyo, is the agency of record for the corporate effort.
A TV spot will debut in mid-October in 30- and 60-second versions, the first in several years. Print work will break in October monthly magazines; there will also be an online component.