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