Konica Exits Mason, Moves B-to-B Ads to O’Neal

O’Neal & Prelle has been chosen to launch a three-year, seven-figure marketing campaign for Konica Business Technologies.
Mason & Madison of New Haven, Conn., had the account for three years. The client ended its relationship with the business-to-business agency because of a change in direction, said Konica group executive Cy Tyler.
In addition to selling printers and copiers, Windsor, Conn.-based Konica now offers digital solutions for document creation–connectivity options, software and consulting, Tyler said.
“We were looking for a fresh approach due to our change in strategy,” Tyler said, adding, “Mason & Madison is a fine agency.”
O’Neal & Prelle won the creative and media account after a review of undisclosed shops. Konica now ranks among the Hartford shop’s top three accounts, said president Mike Kintner.
The win comes on the heels of O’Neal & Prelle’s loss of the $3 million Connecticut Anthem Blue Cross/Blue Shield business, which occurred when the Indianapolis, Ind.-based insurer chose to consolidate its ad accounts.
“It more than replaces Anthem,” Kintner said. “It’s a great win.”
The agency is redesigning Konica’s Web site to make it more user-friendly and is conducting research to prepare for a national ad campaign that will include print, collateral and direct mail.
O’Neal & Prelle will launch the campaign in June. Print ads will run in business and marketing magazines. The agency also will produce local TV, radio and print ads for the more than 800 Konica dealers nationwide.
Mason’s work for the past three years consisted mainly of product-oriented print ads, said Mason & Madison president Charlie Mason.
Domestic ad spending was $3.6 million in 1998 and $3 million in the first 10 months of 1999, per Competitive Media Reporting.