Grey Japan scoops $1.2m Oracle deal

<p>TOKYO: Grey Japan has beaten Dentsu and Hakuhodo to win the account </p><p>for Oracle's 9i database software. </p><p><BR><BR> </p><p>The account, initially worth 150 million yen (US$1.25 million), </p><p>is likely to increase in value in future, according to the agency. An </p><p>integrated pitch at the end of July also saw MediaCom pick up the </p><p>planning and buying brief. </p><p><BR><BR> </p><p>The 9i product is an updated version of the company's 8i database </p><p>software. </p><p><BR><BR> </p><p>The campaign will target non-IT directors of companies, on the basis </p><p>that they have to approve IT purchasing decisions, but may not be </p><p>familiar with Oracle's products. </p><p><BR><BR> </p><p>In addition to above-the-line activity, which begins with national </p><p>newspaper advertising, scheduled to begin today (August 31), Grey's </p><p>assignment includes direct marketing and online. </p><p><BR><BR> </p><p>Dentsu, Hakuhodo and Grey are all incumbent Oracle agencies in Japan, </p><p>with product campaigns put out to pitch by the client. Grey has worked </p><p>on several campaigns for Oracle in Japan in the past focusing on </p><p>specific products, including the company's E-Business Suite. </p><p><BR><BR> </p><p>Grey Japan president and CEO Terry Mori attributed the win to the </p><p>rounded nature of the agency's pitch. "The client was impressed with our </p><p>integration capabilities," he said. "We didn't just focus on mass media </p><p>and creative. The client told us that we were better in all areas - </p><p>creative, media planning, online promotion, direct marketing, event </p><p>planning and so on." </p><p><BR><BR> </p><p>Mori added that Oracle had been able to retain sizeable marketing </p><p>budgets, despite the wide-ranging slowdown in the technology sector. </p><p>"There are clearly winners and losers," he commented. "The losers are </p><p>spending significantly less. Companies such as IBM and Oracle are </p><p>winners and are increasing spending." </p><p><BR><BR> </p>