Canon changes agencies in Russia

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Moscow -- Office equipment marketer Canon has moved is creative and media accounts to Adventa/ Lowe-Lintas here following a pitch involving four agencies. For the past five years, the creative budget for Canon in Russia was serviced through the Finnish office of Grey Worldwide while the media account was handled by Grey's Russian office. Canon Advertising Director Marina Stepanova says the new contract will run for at least one year. The agency will help Cannon switch focus from marketing individual products to positioning the company as a providing customers with "solutions for networks." The new campaign will have the tag-line "Imaging across networks." Adventa pitched against Grey, Navigator DDB and local shop Present. Canon spent some $670,000 on press advertising and another $200,000 on TV ads, according to market researcher Gallup AdFact. Ms. Stepanova predicts Canon will significantly raise its marketing budget for 2001.

Copyright January 2001, Crain Communications Inc.

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