Savin to start review

Two months after buying Ottawa-based Ricoh Canada, Savin Canada, which has its headquarters in Mississauga, Ont., is preparing to put its advertising account up for review.David Armstrong, director of marketing and sales for the photocopier and facsimile company, says he is...

Two months after buying Ottawa-based Ricoh Canada, Savin Canada, which has its headquarters in Mississauga, Ont., is preparing to put its advertising account up for review.

David Armstrong, director of marketing and sales for the photocopier and facsimile company, says he is in the process of evaluating his market needs and will initiate the review early in the new year.

Savin, which is exclusively a marketing and sales operation, has annual revenues in the area of $55 million.

Ricoh, which is involved in manufacturing and distribution, has annual revenues of about $30 million.

In addition to its own products, Ricoh makes most of the products Savin sells.

The only difference between Savin- and Ricoh-branded facsimiles and photocopiers lies in the outer shell and the mix of features.

Billboards, print

In 1991, before Armstrong joined the company as head of marketing, Savin spent $350,000 on billboard and print advertising.

But Armstrong says his above-the-line spend in 1993 will be only a fraction of that amount, adding he intends to focus on marketing initiatives aimed directly at key accounts.

Both Savin and Ricoh do the bulk of their business with government departments and large corporations.

Before the merger, Ricoh did not have a full-time ad agency.

Savin’s agency-of-record for the last two years has been Connections Integrated Communications of London, Ont.

But that relationship has been questionable since December 1991, when ownership of Savin changed hands after it was bought by u.k.-based Gestetner.

Indeed, when it was looking for an ad to run in The Globe and Mail on Nov. 2 announcing the Savin-Ricoh merger, Savin turned to Toronto agency dmb&b.

As well, Savin is using Dome Productions to create a series of ads that will run in March during tsn’s coverage of the Labatt Briar curling competition.