Charged with launching new campaigns for the Ixus and PowerShot A cameras, TBWA will develop creative strategy and handle media planning and buying.
"For the PowerShot, Canon wants to become the market leader in Korea from its current number two position; while for Ixus, it wants to maintain and strengthen its position as the market leader in compact digital cameras," said KW Nam, executive MD, TBWA\Korea. "The budget allocation reflects a big push in the build-up to Christmas."
TBWA beat LGAd, Welcomm and Creative Air, as well as incumbent Dentsu Innovak, to the business. Estimated spend for 2007 is approximately $7 million.
