Canon has picked VCCP to spearhead its marketing shift from product-focused strategies to a customer-centric model.
The brand describes the brief as an “integrated” one that will see its new agency manage its above the line, PR, social, retail, CRM and creative and brand partnerships for consumer marketing.
Lee Bonniface, senior consumer marketing director of Canon Europe, said: “This is a very exciting time for Canon. We have seen many positive changes within our company over the past year, changes that we needed to make to support our fresh approach to marketing which will move from a product-centric model, to focusing on the customer and their needs, through the end-to-end customer journey.
"The Canon brand is evolving, we not only offer market-leading hardware, but also a complete end-to end imaging ecosystem, including digital services and printing solutions. VCCP are the perfect partner to support us due to their integrated business model, experience and breadth of marketing disciplines and innovative ideas which will allow us to make an impact in a challenging market.”
As Bonniface outlined, Canon’s marketing is undergoing great change that has already seen it work with social influencer Anna Akana, who has over 1.5 million subscribers to her YouTube channel, to promote an anti-bullying video that was shot using one of its cameras. It also worked with mobile marketing specialists Mobkoi for a campaign earlier this year that used rich mobile display formats, including rotating five-second animations and vertical video.