Brands controlled?
Overall responsibility for the Canon brand in the UK and Ireland, managing corporate image and identity across corporate, consumer and business campaigns.
What are your main priorities over the next 12 months?
Ensuring Canon continues to be seen as a reliable, trustworthy and successful brand at the forefront of technology. We will use a frame device across all communications to ensure the Canon brand is instantly recognisable, as well as focusing on building a greater emotional connection with customers.
Agencies used?
PHD and Tequila\, plus smaller agencies and freelancers for digital and above-the-line work.
What are the main criteria you use when selecting an agency?
Strong relationships are crucial, as is flexibility and the ability to develop integrated campaigns through to one-off print ads. Agencies must invest time to understand our brand and be as passionate about it as we are.
What role will media play in positioning the firm in 2009/2010?
Media will play a key part alongside other activities, such as our sponsor-ship of London Fashion Week and working with partners such as WWF. Live events where we can meet our customers also remain a key focus, with PR supporting all these areas. Canon consolidated its European media duties for the first time this year. How has this helped your upcoming brand strategy?
Through this consolidation, we will be able to achieve a greater sense of consistency in our above-the-line work, not only in the UK and Ireland, but across EMEA. This will help us communicate with our customers, building a greater emotional connection with them as they get to know our brand better.
How has your career background prepared you for your current role?
Having worked at Canon for almost 15 years in various marketing roles, I have gained experience across all areas of the business.
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