Nikon tasks McCann to lead digital charge in Korea

SEOUL: Nikon has charged McCann Worldgroup with integrated promotions for its digital camera range in Korea, after a three-way pitch that included incumbent LG Ad and Oricom. McCann will oversee above-the-line, online, events, promotions and retail marketing for Nikon, which took control of local marketing from former distribution partner, Anam Optics, earlier this year. Nikon also opened its first Korean office last month. Although it is not yet clear what Nikon's long-term marketing plans are, early indications point to a more consisent promotional drive and greater efforts to raise its relatively low market profile.In a newspaper interview, Nikon Imaging Korea's president Noriaki Yamaguchi said the company plans to step up its advertising activities and strengthen customer relationships in Korea, one of the camera-maker's top 10 global markets. McCann's first job will be to assist on the launch of Nikon's new model Coolpix S-6, with a campaign due to break this month. "The professional and technological nature of Nikon products will need to be made more accessible to a wider range of consumers," said McCann Worldgroup Korea CEO, T Kim. "We will be using our skills to help Nikon Imaging Korea achieve this."

by | 05/04/2006

SEOUL: Nikon has charged McCann Worldgroup with integrated promotions for its digital camera range in Korea, after a three-way pitch that included incumbent LG Ad and Oricom.

McCann will oversee above-the-line, online, events, promotions and retail marketing for Nikon, which took control of local marketing from former distribution partner, Anam Optics, earlier this year.

Nikon also opened its first Korean office last month.

Although it is not yet clear what Nikon's long-term marketing plans are, early indications point to a more consisent promotional drive and greater efforts to raise its relatively low market profile.In a newspaper interview, Nikon Imaging Korea's president Noriaki Yamaguchi said the company plans to step up its advertising activities and strengthen customer relationships in Korea, one of the camera-maker's top 10 global markets.

McCann's first job will be to assist on the launch of Nikon's new model Coolpix S-6, with a campaign due to break this month.
"The professional and technological nature of Nikon products will need to be made more accessible to a wider range of consumers," said McCann Worldgroup Korea CEO, T Kim. "We will be using our skills to help Nikon Imaging Korea achieve this."