Sat nav business in pan-Europe review

LONDON - MiTAC, the information technology group behind sat nav brands Navman and Mio, has launched a review of its estimated £10.5m pan-European media account.

Sat nav business in pan-Europe review
Sat nav business in pan-Europe review

The group is understood to want to consolidate its media planning and buying, worth ¤14m, into one media agency. WPP’s MediaCom currently handles media for the Navman brand in the UK, worth £1.5m, and France, while ZenithOptimedia handles the Mio brand across Europe.

Both agencies are expected to repitch for the consolidated business, with pitches taking place at the end of January. It is not clear whether other agencies have been invited to pitch.

ZenithOptimedia won the Mio Technology account in January last year, as Mio looked to expand its above-the-line activities across Europe.

In November, Navman launched an extensive media campaign to promote its new range of S-Series sat nav devices, including its first ever television campaign.

This campaign began with a 30-second commercial appearing on ITV, Channel 4 and Five, as well as a number of major satellite channels, until December.

Last year, Navman also sponsored Five’s The Gadget Show, reaching approximately one million viewers every episode.

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