Fujitsu Set for Bozell Kamstra

Tokyo-based Electronics Giant Plans $500 Mil. Branding Push
CHICAGO–Bozell Kamstra, along with partners under True North Communications, is poised to pick up a global branding assignment from Fujitsu worth up to $500 million over three years, sources said.
Bozell Kamstra has represented the Tokyo-based electronics company for several years, but the initiative represents a vast increase in spending by the largely business-to-business client. Last year, Fujitsu spent just $14 million in the U.S., according to Competitive Media Reporting.
Bozell Kamstra mounted a cross-network effort to secure the assignment that involved agency offices in Minneapolis, Cleveland, Pittsburgh, Dallas and Austin, Texas, Boston and New York, sources said. Its TN connection was thought to provide the global firepower for the assignment.
The agency also used its existing alliance with Asian Advertisers/USA to secure the assignment, sources said. That deal was made in June 1999 specifically for Fujitsu The Santa Clara, Calif., agency, with offices in Minneapolis, previously worked with a network of shops across the country.
Other units of Chicago-based TN were involved, sources said, but which ones could not be determined.
Fujitsu has al-ready launched its corporate branding initiative in Japan, with plans to spread it worldwide in the fall. The assignment includes branding the 500 companies under the Fujitsu Group with the Fujitsu name. Fujitsu has also instituted a new brand management organization that will have brand administrators assigned to each business unit.
The campaign in Japan was launched under the theme, “Providing the ideal Internet solution for each and every customer.” The company also has announced a new corporate motto, “The possibilities are infinite.”
Fujitsu is Japan’s leading internet provider, a fact that is touted in the company’s home country ad campaign.
Bozell Kamstra executives declined to discuss the assignment, and a Fujitsu representative was not available to comment.
Fujitsu reported 1999 sales of almost $50 billion, which primarily came from the IT segment. The company also makes telecommunications equipment, consumer electronics, and semiconductors. K
–with Dee Hil