Konica Minolta Business Solutions (UK) Ltd, the leading supplier of document imaging systems, has appointed Golley Slater to manage a 1 million brand awareness advertising campaign. Golley Slater won the account after a three-way pitch by short listed agencies.
The campaign devised by Golley Slater kicks off in January 2005 with the intention of building brand recognition and recall in the business community for the recently merged Konica Minolta Business Solutions. The company was formed by the merger of Konica Business Machines (UK) Ltd with Minolta (UK) Ltd as part of the global merger of all Konica and Minolta companies. UK turnover for Konica Minolta Business Solutions is in excess of 100 million, placing the company third in the digital copier market with a 12.1 per cent share of the black and white market and a 13.0 per cent share of the colour market (according to Infosource).
The Golley Slater campaign will communicate the key messages that Konica Minolta is a brand leader in the document imaging industry and that the merger has produced a premier league player that is greater than the sum of its parts.
Golley Slater is in the top 25 of UK full service agencies with annual billings in excess of 65 million. Current clients include Honda, Mitsubishi Motors, Sage, Siemens Business Services and Transco. The Konica Minolta appointment follows the Moroccan Tourism account win in the same month for Golley Slater.
Commenting on the appointment Simon Parker, Managing Director at Golley Slater, said, It is a great opportunity for the agency. These two giants have come together to form a major new force in the fields of document imaging, printers and cameras. Our job is to ensure that the UK market knows about it.
For Konica Minolta Business Solutions, John Howard, Head of Marketing said, Konica Minolta now represents a considerable force in the document imaging solutions market and it is crucial that we communicate this fact to the whole business community. The campaign to be launched by Golley Slater is exciting, simple and direct in its message. Pre and post campaign measurement will be used to ensure that we meet the campaign objective of raising awareness of the Konica Minolta brand in the B2B marketplace.