Danka Keeps Tabs on Paper Trail

A new television spot from Ames Scullin O’Haire for Danka Business Systems breaks today on cable channels.

The Atlanta shop’s business-to-business effort, targeting chief financial officers and other corporate decision makers, will air through year’s end on CNN, Fox and MSNBC. A print component will run in The Wall Street Journal.

The 30-second commercial promotes the technology supplier’s Danka at the Desktop, a digital imaging product that tracks a company’s printing costs.

Directed by Ken Lidster with animation created at Loose Moose in London, “The Inkwell” sets human office workers and their mechanical counterparts in the same after-work watering hole. A variety of printers and copiers grouse about their day and the co-workers who use and abuse them. In the spot, workers and machines are seen as equals, but no one knows how to utilize theirtalents best or most efficiently. Thebartender recommends Danka.

“Most companies spend about 10 percent of their revenue on printing costs,” said agency creative director Patrick Scullin. “There’s a lot of money to be saved by printing efficiently.”

The St. Petersburg, Fla., company claims the product can reduce overall document production costs by up to 40 percent.

CMR reports no media spending for the client this year or last. In 2000, Danka spent $2 million on advertising, per CMR.