Cronin & Co. has leveraged a project relationship with Konica Business Technologies into an integrated marketing assignment. The agency has been tapped to launch a business-to-business campaign promoting a new line of Konica color copier/printers in the first half of 2003.
Print-based advertising, direct marketing and interactive executions, along with trade-show support, are planned. Glastonbury, Conn.-based Cronin is also in the process of renaming Konica's line of color-imaging devices.
The budget was not disclosed, and the client has done little advertising of late; it registered no media spending in the past year, per CMR. In the late 1990s, working with Hartford, Conn., agency O'Neal & Prelle, Konica's ad budget was typically in the low seven figures. (O&P closed two years ago).
The client, a unit of Japanese electronics concern Konica, manufactures and markets copiers, printers, fax machines and related technologies. Konica products compete with offerings from companies such as Canon, Kodak and Xerox.
"Konica fits in with our goal to build national brands," said David Katz, vp, managing director of Cronin's direct-marketing group. "We're big believers in a technology rebound, and Konica resonates well with businesses and consumers alike."
Katz, who has day-to-day charge of the account, stressed that direct marketing will not be the only agency function called into action. Staff across all departments will contribute to Konica, he said.
The agency previously worked with Konica on a project, supporting the company's trade-show appearance at September's Seybold Conference in San Francisco. Cronin came up with the "What's your favorite color?" theme for Konica's expo booth.
Marshall Fox, director of corporate communications at Konica, said Cronin's category experience (the shop has also previously worked for Xerox) as well as "a combination of strong strategic and creative abilities" were key factors in the agency's selection.
This year the shop also picked up work from the Connecticut Department of Revenue Services and Volume Services America.