TSR Advertising won Casio's estimated $12-15 million account last week after an informal review involving other undisclosed shops, sources said.
TSR, New York, will provide the strategic and creative development of the electronics company's new branding initiative, which will feature all its products, said Bob Kantor, TSR co-chairman. The client could not be reached at press time.
"It was pretty much all about the creative," said Kantor about the pitch. "It was very cutting-edge creative. They're in a category where they're significantly outspent by bigger brands with deeper pockets--they've got to be edgy."
Citing Sony and Panasonic as competitors, he added, "We've got to be smarter, to take more risks."
The Dover, N.J., client's new positioning focuses on "standout" features of its products that differentiate them from the competition. TSR will begin its first campaign for Casio with print
in late April, followed by TV, said Kantor.
Casio retains LLKFB for Net advertising. The client spent about $2 million on media in 1999, according to Competitive Media Reporting. Sources said spending will grow because of retail accolades for Casio products, which include watches and digital cameras.
TSR currently has billings of $90 million, which includes the new account. Kantor said TSR has added four new accounts in the last nine months, including videogame maker 3DO [Adweek, Feb. 7]. The shop also has offices in Carlsbad, Calif.