By Patrick Avenell

SYDNEY, NSW: Simplicity will no longer be advanced, with Canon Australia today announcing a new masterbrand campaign built around a new tagline: “Inspires to achieve more”. This is the first step in what will be a mammoth marketing spend over the next 12 months.

Whilst most brands describe their marketing activity in abstractions such as “seven figure sum”, Canon Australia MD Kenji Kobayashi has revealed that the total spend across all categories for 2011 will be $34 million.

This new masterbrand campaign is a $2 million part of this overall spend, with Canon posting this message to consumers on 70 sites throughout Australia. Only two have so far been revealed: William Street in Sydney and the Junction Roof in St Kilda, Melbourne.

“Canon is continuing its transformation as a brand that speaks to the Australian market.  So much of our brand is defined by the experience our customers gain from using our products and the new campaign resonates around the theme of ‘inspires to achieve more’. It’s designed to embrace both our consumer product and business products and solutions customers,” said Kobayashi.