Nikon tasks McCann to lead digital charge in Korea

<P>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.</P> <P><BR>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. </P> <P><BR>Nikon also opened its first Korean office last month.</P> <P><BR>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.</P> <P><BR>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.<BR>"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."</P>