Nikon can boast more than a century of photographic expertise, but the market as a whole poses challenges. In order to strengthen its position in the market providing high-end products for amateur photographers and professionals, this traditional brand is drawing on the support of the Mediaplus Group. The international team led by Matthias Brüll and Arvid Boström has secured Nikon’s media account covering 12 European countries.
All media activities are managed by Mediaplus International in Munich. In a multi-level pitch, Mediaplus won out against established competitors and is now aiming to establish an efficient, centralized media agency model for the European region.
To do this, the agency group has assembled a bespoke, pan-European team of experts in media strategy, research, account management and data technology. The aim is to win market share in the 12 focus countries. In addition to the DACH region and the Scandinavian countries Denmark, Norway, Sweden and Finland, these comprise the Netherlands, France, Great Britain, Hungary and Poland.
High-end photography means composing and capturing perfect moments in a unique way. “Photography is a highly emotional subject. Using digital, data-driven and programmatic communications, we can reach out directly to potential consumers as individuals, and position Nikon in the context of high-end photography. In this way, we can strengthen existing customer relationships and expand Nikon’s target group in a sustainable way”, explains Matthias Brüll, Managing Partner of Mediaplus International. “Nikon is a fantastic brand that is undergoing an exciting process of transformation. Our special structure as an integrated and highly flexible agency group means we can support this process in a bespoke and very individualized way”.
Stefan Maier, General Manager Marketing of Nikon Europe B.V. says: “Mediaplus has delivered a very coherent overall concept. We felt that they really wanted to work with us. In addition to their passion and customer focus, the team was also able to win us over through their profound understanding of our brand and the entire field of photography”.