NEC Narrows Search

CHICAGO-NEC Technologies is down to two agencies for its estimated $11 million ad account, with a decision expected by the end of the month.
Surviving the cut from a preliminary group of six shops are Mobium Creative Group in Chicago and The Richards Group in Dallas. The selected agency will also handle NEC’s media buying, company representative Bruce Anderson said.
Incumbent agency Hill, Holliday, Connors, Cosmopulos in Boston parted with NEC earlier this year in what the company called a mutual decision.
An Itasca, Ill.-based unit of NEC U.S.A., the client markets desktop monitors, printers and biometric products, which include finger-imaging for purposes such as security.
The new agency will be asked to produce primarily business-to-business work, but also some consumer advertising, with print and online being the chief media, Anderson said.
NEC Technologies spent about $11 million on ads last year, according to Competitive Media Reporting. Anderson declined to disclose plans for future spending. The company distributes its products mainly through traditional PC channels, as well as some retail and mail order, Anderson said.
NEC Technologies is one of three divisions of NEC U.S.A., which is the domestic operation of Tokyo-based NEC Corp. NEC Corp. also has a stake in Packard Bell NEC, which recently awarded its account to Suissa Miller in Los Angeles.
Among Hill, Holliday’s ads for NEC were print executions with the tagline, “Expect more. Experience more.” ƒ