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Brother appoints Code and Clear

Print firm, Brother UK has consolidated its marketing requirements into four Manchester agencies.

Clear was first appointed to Brother’s roster last year and subsequently handled two national press and outdoor advertising campaigns. However, a review of its marketing and strategy, now sees Clear replace TBWA\Manchester as the firm’s lead agency.

Phil Jones, sales and marketing director for Brother UK, revealed Clear Marketing will deliver strategy-driven creativity to give the firm stand out in the cluttered marketplace.”

He revealed: “A key focus of future marketing will be to grow the SME and home-worker market, where we see huge growth potential, as well as to maintain our strong brand reputation among IT buyers, who are driven by ease of installation and specification.”

Clear’s Jim Smith added: “During the last eight months we have worked with Brother to support its aggressive expansion strategy with strong tactical marketing.”

Code’s appointment as Brother’s digital marketing agency followed a three-way pitch and will develop an integrated strategy that will involve online brand marketing, site developments, usability and conversion work, SEO, PPC, affiliate partnerships, online user journey channelling and link building, plus online PR.

Jones said: “The aim of our digital agency review was to bring in a partner to help us to build our brand on the web and to capitalise on the opportunities the internet offers in the printer buying process to ultimately increase sales.”

Clear and Code join CityPress and MediaVest in handling the firm’s consumer-facing marketing activity.

Jones said: “Brother is strengthening its communications to meet new challenges in a very competitive, product-driven market and to grow market share, particularly in the colour printer sector; and we’ve chosen a quartet of Manchester partners to deliver harder hitting campaigns targeting business and trade communities.”

Featured by The Drum

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