Canon USA, Inc.

Ryoichi Bamba, EVP & General Manager
Tod Pike, SVP & General Manager
Gail Esbin, Dir. - Advertising - Mktg. Communications

DCA Advertising *Lead Agency

Aaron Frisch, Associate Creative Dir.
Dan McNally, SVP - Group Account Dir.
Toyo Shigeta, President & CEO
Ron Rosen, EVP - Exec. Creative Dir.
Doug Fidoten, EVP - Dir. of Strategic Planning
Neal Gomberg, VP - Creative Dir.

The digital copier/printer market is a $24 billion, highly competitive market with many brands competing for share. It is made up of six key segments defined by the number of pages printed per minute. Each segment has multiple targets because the decision process, which is quite complex, requires involvement and approval from many areas in the organization. Canon was a leader in four of the six segments and wanted to challenge Xerox for leadership in all segments. We uncovered a universal truth about copier/printer decision-makers. People wanted recognition for making the "right" decision. The "Rewards" campaign humorously demonstrated the recognition our customers could achieve by making the "right" decision by choosing Canon. Canon is now the brand leader across all segments.