The selection of the agencies follows Minolta's appointment to sell Konica Minolta business technology products exclusively in southern Africa. Together with Ogilvy Public Relations, which has held the Minolta South Africa account for 11 years, Ogilvy will deliver a complete 360 Degree Brand Stewardship solution.
"The merger of two major brands requires integrated marketing leadership. Ogilvy's 360 degree offering presented the natural synergies a new brand such as this would need to entrench the number one position already held by Minolta in the local market," says Minolta South Africa managing director Alan Griffith.
"Although the exclusive rights are only effective from 1 April 2005, separate Konica or Minolta branded products are no longer being manufactured. The new copiers, printers and fax products being launched to the market are already branded as Konica Minolta," he says.
As part of the roll out of the merged brand, it was vital to emphasise that the worldwide merger and consequent changes in South Africa would have a positive impact on existing Minolta South Africa customers. "To do this we have developed a campaign which focuses around the benefits of the two leading brands coming together," Brand Activation managing director Howard Smiedt says.
Smiedt says the new campaign, which focuses around a central concept of "now that looks good", will include print, radio and television elements; with the television campaign due to begin flighting on 8 September 2004.
Ogilvy Public Relations Worldwide / South Africa for Minolta South Africa & Brand Activation
