JSM+ Introducing Canon Unit

Software Division Gets $1 Mil. Print Push
LOS ANGELES–JSM+ Communications is breaking a new $1 million print campaign for Canon Computer Systems’ new software division as it prepares for a larger effort for Canon later this year.
The half-page, consumer-targeted spreads for Canon Software Publishing’s Photo Org and WebRecord products utilize bright colors and images to offset the heavy use of text.
In an ad for WebRecord, a Web site organizer tool, red text on a yellow background reads, “Chase it, rope it, hog-tie it and print it. Yee-Haw! You’re the big bad Web wrangler.” A sample page is shown, and additional text describes the software in detail.
“[Canon Software Publishing] wants to create its own distinct brand by building on the equity of Canon as a global brand,” said JSM+ management supervisor Adam Michaelson.
An ad for Photo Org, which allows users to customize photos and distribute them digitally, features family photos spread out over a world map. Copy reads, “Send your family around the world in seconds.”
The ads are running in computer titles and on the Web through the fall.
JSM+ is working on a new $35 million image and promotional campaign this fall for Costa Mesa, Calif.-based Canon Computer Systems. The Santa Monica, Calif., agency was awarded the software business in January. –Teresa Buyikia