Richards Vies for NEC




CHICAGO-NEC Technologies is down to two agencies for its estimated $11 million advertising account, with a decision expected by the end of the month.
Surviving a cut from a group of six shops the company initially considered are The Richards Group in Dallas and Mobium Creative Group of Chicago.
Officials with Richards declined comment on the search last week.
The winning agency will also handle NEC’s media buying, company representative Bruce Anderson said.
Incumbent agency Hill, Holliday, Connors, Cosmopulos in Boston
parted ways with NEC earlier this year in what the company called a mutual decision.
The Itasca, Ill.-based unit of NEC U.S.A. markets desktop computer monitors, printers and biometric products, which include fingerprint-imaging systems for security and law enforcement applications.
The new agency will be asked to produce primarily business-to-business and some consumer advertising, with print and online being the chief media, Anderson said.
NEC spent $10.9 million on advertising last year, according to Competitive Media Reporting.
Anderson declined to disclose plans for future spending.
The company distributes and sells its product line through PC, retail and mail order channels, according to Anderson.
NEC Technologies is one of three divisions of NEC U.S.A., the domestic operational unit of Tokyo-based NEC Corp. The Japanese parent organization also has a stake in Packard Bell NEC, which recently awarded its account to Suissa Miller in Los Angeles.
Among Hill, Holliday’s work for the brand was print advertising bearing the tagline, “Expect more. Experience more.”