NEW YORK Interpublic Group's Deutsch here has landed the creative and media account of Olympus after a review, the client has confirmed.
Olympus spends about $15 million annually in U.S. measured media.
Two other New York shops reached the final round: independent ML Rogers and WPP Group's Berlin Cameron United. The latter, however, did not make a final presentation to the client.
The Center Valley, Pa., client is seeking a new brand positioning for its line of cameras and imaging products.
Olympus' previous agency was IPG's The Martin Agency in Richmond, Va. In April 2006, Martin broke a television and print campaign to introduce the Olympus Stylus 710 digital camera in a campaign tagged, "The irresistible Stylus."
Consultancy A-Team Advisors managed the process.
Known primarily for cameras and consumer products, Olympus also manufactures and markets laboratory equipment for medical and scientific applications.
Deutsch is expected to break a new Olympus campaign in the second quarter, which will tout some new product offerings, sources said.
Martin won the account in May 2001 after a three-month review. IPG sibling Mullen in Wenham, Mass., handles public relations for the brand.