Cronin Unveils Effort for Konica Minolta

BOSTON Konica Minolta Business Solutions on April 10 launches its first major ad campaign since Konica and Minolta merged last October. Spending may reach $10 million, according to Cronin & Co., the Glastonbury, Conn.-based independent agency that crafted the ads.

A pair of 30-second TV commercials mimic Abbott & Costello’s famous “Who’s On First?” comedy routine. In one spot, “Need That Chart,” a manager and employee engage in verbal jousting over some important projects, with the underling insisting that he can copy, fax, scan, print and e-mail materials from Konica Minolta’s multifunction network imaging systems, known as “bizhubs.”