Casio quits Cheethambell JWT for Mccann Erickson Birmingham
Casio has appointed McCann Erickson Birmingham as its UK creative agency, bringing an end to CheethamBell JWT’s relationship with the electronics firm.
The North London-based company held a five-way pitch at the start of the year, following interest from around 20 potential suppliers. It is believed CBJWT repitched for the business, before Casio shortlisted McCann and two unnamed London agencies for a three-way final presentation.
Tim Gould, head of marketing for Casio commented: \"We were both flattered and a little surprised at the degree of interest. Casio is obviously a well-established brand and our brief required an agency that could really connect us for the future with both trade and consumer audiences.
\"Where McCann Erickson outperformed the competition was in its ability to demonstrate real insight into the pulse of today’s urban male – a key area for us – and couple with this solid business understanding and strong, hard-working creative.\"
The midlands agency will now begin work on a national campaign, due to launch this summer, which will feature national press advertising and web-based activity. A budget of around £1 million has been set aside for the first 12 months of activity.
CBJWT won the account in 2005 and was responsible for the ‘Casiology’ brand identity.
Edward FitzGerald, managing director of McCann Erickson Brand & Business Communications, confirmed the account would involve work across Casio’s full range of products, including watches, keyboards, cameras, calculators and its portfolio of business-to-business products.