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KBP West's Tech Thinking Impresses EPI

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SAN FRANCISCO EPI-USA, the world's second-largest maker of computer monitors, has chosen Kirshenbaum Bond & Partners West here as the first agency for its AOC and Envision brands.

The account, estimated by sources at about $1 million, will include print and online creative and media planning and buying. The 20-year-old Fremont, Calif.-based technology firm had previously handled its advertising in-house.

KBP West beat out two other finalists for the account, the Corsi Group in San Francisco and BWS Group in San Jose, Calif., following a long review process that included other national agencies.

"We did not have a lot of confidence in some agencies' tech capabilities. But KBP West gave us the sense that they'll be able to present the product with the right technology mind-set," said David Migdal, marketing communications for EPI-USA. "Other agencies had a different consumer mind-set than the person who is thinking about buying technology. KBP West showed me that they understood technology."

The challenge for the agency is to create advertising for two different audiences, added Migdal. EPI's AOC monitors are intended for professional applications; Envision is the consumer brand.

"We're thrilled to be working with EPI-USA. The client is very strategic and is looking for breakthrough work to establish AOC and Envision," said Nigel Carr, managing partner and general manager at KBP West. "The brands are getting fantastic reviews and deserve to be better known."

KBP West's first ads are expected to break by late spring.

EPI's parent company is Top Victory Electronics of Taipei, Taiwan.