Leo Burnett wins global Acer deal for Benq rebrand

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

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