Minolta Printing Solutions Unit Plans a Broad B-to-B Campaign
LOS ANGELES–QMS, a unit of the Minolta Group, has named Euro RSCG/DSW Partners its agency.
DSW, which was selected without a review, will develop a multimillion-dollar business-to-business campaign to create awareness of products marketed under the Minolta/QMS brand among end-users and resellers. The account previously was handled in-house.
Minolta, one of the largest laser printer engine makers in the world, recently acquired a majority interest in Mobile, Ala.-based QMS, which manufactures high-performance color and monochrome document printing solutions for office automation, electronic publishing, graphic design and advanced imaging applications.
The campaign will expand awareness across broad business environments in the Western Hemisphere, according to Alan Reighard, partner at the Salt Lake City agency.
The shop already has produced a print ad, featuring the smiling face of a young girl and a headline that reads, “She prints out all her homework in color,” followed by “Why are you still printing in black and white?”
“Every piece of communication is designed to build the brand,” said Reighard.
The bulk of the campaign is due to launch April 1 in business publications including Fortune, Forbes, BusinessWeek and The Industry Standard, and will continue through the first quarter of 2001. It will target IS/IT specialists, resellers and a general business audience, according to agency and client officials. Online sponsorships and direct mail will support the primarily print campaign. Metro cards at train stations will target business decision makers, Reighard said. Radio and online also are under consideration.
“The choice of DSW Partners was a natural,” said Brian Greer, Minolta/QMS vice president of marketing, who worked with the tech shop while in a previous position at Minolta. “This exceptionally creative agency understands high technology and has a willingness to take direction and give direction. … Their agency talents match our focus on delivering cutting-edge products and making it easy for customers to do business and achieve their goals.”
Founded in 1977, publicly held QMS distributes its products through a global network of reseller and distribution partners.
DSW Partners’ other high-tech clients include Iomega, Intel (online), Xircom, Ask Jeeves, Telocity and CheckFree. K
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