Epson Europe reviews seven digit marcomms, advertising and PR agency spend

Global technology company, Epson has just completed a major review of its European PR, marketing communications, advertising and social media agency spending requirements for 2017.  The seven digit agency brief included new appointments in digital marketing, off and online advertising as well as corporate, B2B and consumer PR for Europe & MEA. 

Epson was looking for a successful combination of agencies to offer delivery, consultancy and strategic support as well as bring fresh ideas and perspectives for 2017.  Following an extensive programme of pitches, involving over twenty leading international agencies, the successful organisations included FTI Consulting for corporate & B2B PR, Weber Shandwick for consumer PR, Crimson Hexagon for social media reporting and analysis, Total Media for digital & off line advertising and Partners Andrews Aldridge for bespoke consumer digital marketing campaigns.

Epson’s European Marketing Director, Maria Eagling, explained: “Epson is a unique global technology company offering a much broader and innovative product range than many people realise. The fact is Epson is much more than a printer company – we are also the world’s leading projector manufacturer, as well as producing industrial robots and Augmented Reality smart eyewear. Epson is also in the process of shifting from a consumer to leading business brand with a serious vision for growth across Europe, Middle East and Africa  over the next five years.”

FTI Consulting

Global consultancy firm FTI Consulting was re-appointed to continue support for Epson’s B2B and Corporate PR programme. Lauren Burge, Senior Director in the Corporate Reputation practice in Brussels, commented: “We have been set an interesting challenge, which is to primarily raise awareness of inkjet printing in the business world. Inkjet is a technology with incredible cost, productivity and environmental benefits that a lot of people don’t realise. The way our workplaces are changing coupled with Epson’s other exciting technologies like PaperLab, the world’s first office paper recycling machine, makes Epson’s business story a strong one to tell – which is what we will set out to do.”

Weber Shandwick

Weber Shandwick, one of the world’s leading global communications and engagement firms, was appointed to manage both the consumer and photography PR campaign for Epson in EMEA.  The consumer communications work will focus on raising awareness of Epson’s EcoTank consumer printer range while the photography communications will play into the brand’s strong printing heritage.   Weber Shandwick will also take on the role as the lead agency for the Epson Insights blog, tasked with driving forward the content creation strategy for the platform and ensuring the integrating of all PR campaigns.

Joe Walton, Technology Managing Director, Weber Shandwick London, said: ‘‘We’re thrilled to be working with Epson on their consumer and photography communications and blog platform. We share the same passion as the team at Epson to deliver strong integrated and creative campaigns and are very excited to get work underway.’’

Crimson Hexagon

Crimson Hexagon has been appointed to deliver social media monitoring and reporting. Social media data is becoming the most powerful and efficient way to view consumer opinions, preferences and behaviours. Insights from social media data are a key source of unsolicited and unfiltered consumer opinion, in real-time.  

David Clark, Senior Sales representative at Crimson Hexagon, commented: “Crimson Hexagon is delighted to be working with Epson to provide easy access to timely and actionable insights about their products, services and brand promises to help Epson identify key topics and conversations on a micro and macro level, to inform and evaluate their communications strategy.”

Partners Andrews Aldridge

Epson Europe has appointed Partners Andrews Aldridge to handle an integrated consumer marketing campaign across the EMEA region focused on Epson’s ground-breaking EcoTank range of all-in-one printers.  The campaign is due to launch later in the Spring and will incorporate digital, press and radio activity.

Paul Vallois, Managing Partner of Partners Andrews Aldridge, says: “The EcoTank series fulfils a genuine customer need, taking away the frustrations and inconveniences that come with traditional cartridge printers. We’re delighted to be working with Epson and look forward to developing a campaign that’s just as innovative as the printers themselves.”

Total Media

Total Media, the behavioural planning media agency, has retained Epson’s media planning and buying account and will continue to apply its unique behavioural planning approach to place Epson’s products at the heart of IT users’ decision making process across EMEA. The three year contract sees Total Media extend their work with Epson to include their EMEA digital accounts, having worked with the brand on media planning for their offline media accounts across EMEA since 2013.

Thomas Laranjo, Managing Director of Total Media said: “Our research revealed that currently 70% of the buying process is complete before a supplier knows a buyer is in the market.  Brands therefore have to work harder to ensure they are in the game as early as possible. Our strategy looks to target in-market business to business buyers – finding early website signals, pre-search behaviour, in order to respond immediately to hit IT decision makers before they have chosen a printer brand.”

Total Media’s full media planning and buying remit also includes Epson Ecotank, consumer printers, projectors and Large Format Printers.