CLIENT
Canon USA, Inc.
Rick Booth, Dir. - Public Relations and Industry Analyst Relations
Tiger Ishii, Senior Mktg. Mgr.
Christopher Cesarini, Advertising Mgr.
Michelle Fernandez, Mktg. Mgr.
Tammy Loh, Product Mktg. Specialist
AGENCY
Doug Fidoten, President
Ron Rosen, EVP - Executive Creative Dir.
Steve Biegel, SVP - Group Creative Dir.
Scott Daly, EVP - Executive Media Dir.
Robert Pankuck, EVP - Client Services Dir.
Eric Rand, VP - Management Supervisor
SUMMARY
Canon enjoyed a strong brand reputation in the analog camera world, yet as the category moved digital Canon's competition intensified. Being a reliable, high quality brand was no longer enough, particularly in a maturing category. Canon PowerShot had to transform from being a solid performer to become a starbrand. Canon PowerShot partnered with emerging tennis star Maria Sharapova to add star power. Since the campaign launch, Canon has solidified its status as the clear market leader.
