Nikon's £2 million branding campaign Friday April 14, 2000 Nikon's £2 million branding campaign Nikon – the fastest growing brand in digital and SLR cameras – have appointed BMP DDB and BMP Solutions in Media to handle its £2 million branding campaign in a three way pitch. The company, which has seen a 40% increase in like-for-like sales over the last year, already enjoys an unrivalled reputation for making the best product on the market. Universally acclaimed by professional photographers, Nikon is looking to widen its appeal to a broader base of users as the digital platform drives sales. Simon Coleman, Nikon’s General Manager, commented: “We saw three outstanding presentations from the agencies. BMP DDB showed us a route which corresponds with our vision for the brand and which is also flexible enough to carry the whole range of products. The idea has the stature to propel the brand to another phase of growth in what is a hugely dynamic market”. David Kean, Business Development Director at BMP DDB said: “Nikon wants to reach out to a wider audience. To make an emotional connection with audiences who have historically felt Nikon is too technical for them. Generating awareness and changing perceptions is what we’re best at doing – and to work on one of the world’s best product brands makes that task all the more enjoyable”. Ends [Return to Press Office Home Page]