Brand Union to strengthen Canon brand personality

Edited by the Marketingservicestalk editorial team Aug 12, 2008

The Brand Union has been appointed by Canon Europe to strengthen its brand personality across the EMEA region.

The brief will see The Brand Union align marketing communications across Europe, the Middle East and Africa with a new creative platform encompassing both B2B and B2C audiences.

Terry Tyrrell, worldwide chairman at The Brand Union, said: 'The challenge here is retaining the identity of the individual product brands while communicating something more universal, more consistent and more compelling for Canon Europe as a whole.' Cyprian da Costa, European brand and strategy planning manager at Canon, added: 'We were impressed by the level of thinking The Brand Union showed during the pitch.

'We were also attracted by the European network and track record of the agency which demonstrates to us they understand and can work with our pan-European challenges.'.