Sharp to Shift Global Ad Account for Aquos to Lowe

Incumbent for TV Brand Was Wieden & Kennedy

By Published on .

NEW YORK ( -- Sharp Electronics Corp. is close to shifting its global advertising account for Aquos LCD TVs to Interpublic Group of Cos.' Lowe Worldwide, New York, from independent Wieden & Kennedy, according to executives familiar with the situation.

The move would be a major coup for Lowe; the agency, while a creative force overseas, has been struggling to revive its U.S. outpost.

Lowe New York Chairman-Chief Creative Officer Mark Wnek declined to comment and representatives for the marketer and Wieden could not be reached.

Sharp broke its first global brand campaign for its Aquos flat-screen TVs using the tagline "More to See" in an effort to position itself as a leader in liquid crystal display TV technology. Wieden & Kennedy offices in New York, Amsterdam and Tokyo collaborated on that campaign.

Sharp spent $70.2 million last year on domestic measured media, according to TNS Media Intelligence, out of which $59 million was spent on the Aquos brand.

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Contributing: Alice Z. Cuneo
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