In the UK, the move by Canon to ditch the WPP agency also signals the end of a six-year relationship with MEC's sibling BJK&E. The print technology specialist spent £10.3m on its UK media last year, including a series of acclaimed experiential work, and its loss will be felt by the boutique shop.
According to Nielsen Media Research, Canon also spent £16.2m in Germany, £5.9m in Italy, £5.3 in the Netherlands, £1m in Norway and £1.3m in Switzerland. In all markets, print media commands the lion's share of budgets.
A spokesman for Canon confirmed both MEC and BJK&E have not been invited to repitch, but refused to say whether any other WPP agencies will be participating.