Konica Business Technologies Inc., a subsidiary of Japanese-owned Konica Corp., named Cronin and Company Inc., Glastonbury, CT, to handle the launch of a new color copier and printer.
The agency is to help Konica crack the color-imaging market largely with direct and interactive marketing and advertising. Based in Windsor, CT, the Konica subsidiary styles itself as a digital provider of document creation, distribution and production.
Cronin's appointment was confirmed after the agency in September completed an assignment to support Konica's identity at the Seybold conference in San Francisco. The agency created the theme for the trade show booth as well as trade advertising to drive traffic. Konica's new color-imaging system was unveiled at the show.
Most of the marketing for the new color copier and printer will start in the first quarter. As part of its responsibilities, Cronin will help Konica name a new line of color-imaging printers and create an integrated business-to-business campaign for supporting the launch.
Founded in 1947, Cronin claims more than $65 million in capitalized billings. It is a full-service agency.
