Bozell Kamstra to Gain More From Fujitsu

Bozell Kamstra, along with its True North Communications partners, is poised to pick up a global branding assignment from Fujitsu worth up to $500 million over three years, sources said.
Bozell Kamstra has represented the Tokyo-based electronics company for several years, but the initiative represents a vast increase in spending by the largely business-to- business client. Last year, Fujitsu spent just $14 million advertising in the U.S., according to Competitive Media Reporting.
To secure the assignment, Bozell Kamstra mounted a cross-network effort that involved agency offices in Minneapolis, Cleveland, Pittsburgh, Dallas and Austin, Texas, Boston and New York, sources said. Its True North connection was thought to provide the global firepower that nailed down the assignment.
The agency also used its existing alliance with Asian Advertisers/ USA to secure the business, according to sources. That association was established last June specifically for Fujitsu, which is also a client of Asian Advertisers.
The Santa Clara, Calif., agency, with offices in Minneapolis, had worked with a network of shops across the country. Other units of Chicago-based True North were involved, sources said, but which ones could not be determined.
Fujitsu has already launched its corporate branding initiative in Japan, with plans to take the effort worldwide in the fall. The assignment includes branding the 500 companies under the Fujitsu Group with the Fujitsu name. Fujitsu has also instituted a new brand-management organization that will have product administrators as-signed to each business unit.
The campaign in Japan was launched with the theme, “Providing the ideal Internet solution for each and every customer.” The company also announced a new corporate motto, “The possibilities are infinite.”
Fujitsu is Japan’s leading Internet pro-vider, a fact that is touted in the company’s home-country advertising campaign. Bozell Kamstra executives declined to discuss the assignment, and a Fujitsu representative was not available to comment at press time.
Fujitsu reported 1999 sales of nearly $50 billion, which primarily came from the IT segment. K