JWT is the current agency for the Nikon account. The winning agency could outsource its media business to its appointed agency partner.
A source close to the client told Campaign Asia-Pacific that the brand has not been doing much marketing for its high-end digital SLR camera, which has a price tag upwards of US$2,000.
Sales of most entry-level cameras have been in sharp decline as smartphone users can more easily upload their photos to Facebook or Instagram.
However on the other side of the spectrum, there is a trend for hardcore photography fans to use high-end camera products, which drives the sales of high-end digital SLR cameras, the source added.
Nikon’s major competitor in the high-end camera segment is Canon. German camera brand Leica is also popular among photography fans, though their price range is even more premium and they capture a smaller market share in Taiwan, the source said.
Last year, Nikon appointed Taiwan film celebrity Kwai Lun-mei (桂綸鎂) as its brand ambassador for the Nikon D3200 and D5200.
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