CIA Secures Canon’s $45 Mil. Media Account

NEW YORK–CIA Medianetwork has won Canon’s $45 million media planning and buying account in Europe, Africa and the Middle East.

The UK-based Tempus-owned media shop bested Carat in the review that was driven by Canon’s desire to consolidate its media business. The camera and image systems maker previously employed various media companies on a country-by-country basis.

The review was also set in motion by Canon’s new $275 million pan-European marketing strategy. While CIA handles the media strategy, Dentsu and TBWA/Hakuhodo will take twin creative briefs.

The business will be coordinated from CIA’s International Media Management centers in Dusseldorf and London, and run by Zoja Paskaljevic, a CIA Worldwide partner, and Ron de Pear, chairman, CIA International.

Last week, CIA beat out Carat, OMD and the incumbent M&M, a local Swiss media shop for the $7 million media business of German consumer products marketer Henkel.