Media Mix: Brother launches TV ad; 2ergo appoints Citypress & more. . .

BROTHER, the Japanese printer and sewing machines manufacturer, is to launch its new TV advertising targeting small and medium size businesses this month.

The firm, which has its European head office in Manchester, has worked with Grey London to develop the £8m multi-channel ‘141%’ campaign, which promotes the brand’s A3 Inkjet printer range and will run in 19 European countries, with media buying support from MPG International.

Antony Peart, European marketing communications manager at Brother Europe, said: “This is the first time we’ve undertaken a Europe-wide TV advertising campaign and we wanted to ensure a strong impact. Grey hit the spot with their understanding of our target market and creative approach, which draws on the aspirational elements of the product offering.”

The creative theme is 141% – reflecting the size of A3 versus A4 prints. It emphasises the impact of printing A3 and brings to life the ambition of people who work in small to medium-sized businesses.

Director, Noah Harris, led the creation of three television spots – the first of which is due to be screened in the UK on September 13. The campaign will also include online and print advertising, and will be backed by a pan-European PR campaign. 

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MOBILE technology firm 2ergo has appointed Manchester public relations firm Citypress to spearhead a new campaign.

The AIM-listed company is based at Salford Quays, but also has offices in London, Washington DC, Buenos Aires, Sydney, Mumbai and New Delhi.

It provides technology platforms and applications to leading brands including Fox News, Proctor & Gamble, AT&T and the Guardian Media Group.

Citypress said it will be targeting PR and communications at companies in 2ergo’s core sectors, which include retail, financial services and media. It will also help introduce a range of services accessible to SMEs that are looking to grow their businesses through effective mobile marketing.

Charles Tattersall, managing director of Citypress, said: “2ergo is a world leader and is helping to change the way that businesses interact with their customers. The results they deliver for clients are staggering and represent an untapped growth opportunity for many businesses.

“Our key objective for 2ergo is to show how effective mobile marketing grows businesses, whether they are a large corporate or a small local trader.  We’ll do this using our expertise across all of 2ergo’s key markets.”

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BIRKENHEAD PR firm Artemis Media & Public Affairs has been appointed to help manage the media in the North West for the Confederation of British Industry (CBI).

The CBI represents 2,000 firms in the region and is looking to promote its events and work in the region more widely.

Artemis director Emma Parker-Goff said: “We are hugely excited to be working with the CBI. Artemis is passionate about enterprise and private business and specialises in promoting business lobby groups and campaigns.

“We already work closely with Private Sector Partners (PSP) ,which speaks for 140,000 North West firms, so it is terrific to add the CBI to our client list. It is vital the cause of business, is championed and listened to at this time.”