JWT wins Minolta's pan-Euro image account

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LANGENHAGEN, Germany -- Minolta Business Equipment Operations has awarded a new pan-European image account to J. Walter Thompson, Frankfurt. Ammirati Puris Lintas and Scholtz & Friends, both Hamburg, also pitched. The image assignment does not affect Minolta's relationships with those agencies that handle product advertising on a country by country basis.

Although Minolta generates 70% of its sales from copiers, fax machines, laser printers, scanners and document management systems, the company is still seen by the public as a maker of quality cameras.

Through its new brand management strategy, Minolta intends to emphasize its core expertise in the field of advanced optical and digital technolo- gies. Minolta will attempt to reposition itself more clearly in respect to its competition as a supplier of innovative image information products to the business and consumer markets.

Minolta has assigned JWT to implement a uniform pan-European communications approach by the time its advertising push begins in early summer 1998.

Copyright January 1998, Crain Communications Inc.

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