Clear wins Brother UK ad business

A Clear Marketing Communications product story

Edited by the Marketingweek Marketplace editorial team Apr 23, 2008

Brother UK has consolidated its roster of offline advertising agencies and appointed Clear Marketing Communications as its lead creative agency.

The move follows a comprehensive review of its marketing and a shift in strategy by the company, whose UK head office is in Audenshaw, Manchester.

Clear's appointment closely follows the appointment of Code Computerlove as Brother UK's digital agency and takes Brother's Manchester-based agency roster to four: Clear Marketing Communications will handle brand strategy and all offline creative communications for Brother; while Code delivers online marketing, CityPress provides PR support and MediaVest media planning and buying.

Clear was appointed to Brother's roster last year, working beside incumbent agency TBWA Manchester.

It implemented two major, very successful national press and outdoor campaigns for the Japanese brand's core product range of mono and colour printers.

Phil Jones, Sales and Marketing Director for Brother UK, said: "Brother is strengthening its communications to meet new challenges in a very competitive, product-driven market and to grow market share, particularly in the colour printer sector; and we've chosen a quartet of Manchester partners to deliver harder-hitting campaigns targeting business and trade communities.

"Clear Marketing met our objectives for strategy-driven creativity, which will give us stand out in a cluttered marketplace.

"A key focus of future marketing will be to grow the SME and home-worker market, where we see huge growth potential, as well as to maintain our strong brand reputation among IT buyers, who are driven by ease of installation and specification".

Clear Marketing Communications' Jim Smith added: "During the last eight months we have worked with Brother to support its aggressive expansion strategy with strong tactical marketing.

"After analysing the results of comprehensive customer research and really getting under the skin of the business' needs, not just its communications objectives, we developed a fresh approach to Brother's advertising and communications, which has effected all of its customer touch points, from outdoor to press.

"We look forward to rolling out our proposals over the coming months".