Leo Burnett wins global Acer deal for Benq rebrand

<p>TAIPEI: Acer Communications and Multimedia will be rebranded as </p><p>Benq - part of a new move by parent company Acer to upgrade its image </p><p>and enter the global high-tech consumer products market. </p><p><BR><BR> </p><p>In its previous incarnation, Benq produced and sold peripheral computer </p><p>equipment including monitors, scanners and disk drives, but its new </p><p>focus will be on lifestyle goods, such as digital cameras, mobile phones </p><p>and plasma screens. Leo Burnett, Acer's agency of record, has been </p><p>awarded the multi-million dollar rebranding assignment following a pitch </p><p>that is believed to have also included Results and Edelmann PR. </p><p><BR><BR> </p><p>Ruston Spurlock, the agency's worldwide account director for Benq, said </p><p>Benq's unique selling proposition would be its offering of innovative </p><p>convergence which also provided enjoyment to its users. Singapore, </p><p>Malaysia, Taiwan, the US, Europe and China have been earmarked as major </p><p>markets. </p><p><BR><BR> </p><p>Acer will spin off Benq, however, the new entity will continue to </p><p>leverage on the Acer brand name, where appropriate. </p><p><BR><BR> </p><p>"In some markets such as those in Asia where Acer is well-known, Benq's </p><p>tagline will be 'Benq, Inspired by Acer'," said Spurlock. </p><p><BR><BR> </p><p>"However, in other markets, where Acer isn't as well known, such as in </p><p>the United States, the tagline will read, 'Benq, enjoymment matters'." </p><p><BR><BR> </p>

by | 12/07/2001