Canon U.S.A. and DCA Advertising Receive Two EFFIE Awards for Effective Ad Campaigns.

Business Editors/High-Tech Writers

NEW YORK--(BUSINESS WIRE)--June 9, 2004

Imaging Leader and Its Ad Agency Recognized with Gold and Bronze

Awards for Campaigns Promoting Both Digital Copiers/Printers and

Digital Cameras

The New York American Marketing Association last night presented Canon U.S.A., Inc. with the rare distinction of receiving two EFFIE(R) Awards in separate product categories for two campaigns developed in partnership with DCA Advertising, Inc.

Canon and DCA Advertising received a Gold EFFIE award in the Office Products and Services category for the "Rewards" advertising campaign promoting Canon's office copier and printer products. Canon and DCA were also presented a Bronze EFFIE award in the Consumer Electronics category for an advertising campaign featuring DIGIC(TM), Canon's unique and exclusive digital camera imaging processor technology.

Each year, the New York American Marketing Association presents the EFFIE awards in recognition of the year's most effective advertising campaigns - ones that have delivered superior results in meeting the objectives they were designed to achieve. Introduced in 1968, the EFFIE is the only national award to recognize creative achievement in meeting and exceeding advertising objectives. Canon's two advertising campaigns were singled out for their creativity and, most importantly, for the results they generated in terms of measurably increased sales, market and mind share.

In the Office Products and Services category, Canon developed its "Rewards" television and print advertising campaign to strengthen its leadership in the highly competitive, $24 billion digital copier and printer market. Canon determined through market research that decision-makers, such as CFOs, CIOs, and corporate resource heads, as well as IT and MIS professionals, want recognition for making the right purchasing decision. As a result, the "Rewards" campaign humorously demonstrates the sort of recognition that customers might reap from incorporating Canon products into the enterprise. Canon spent more than $20 million on the campaign - further enabling the company to communicate its brand leadership position across the six key segments of the digital copier/printer market.

"Canon competes with many respected brands in the digital copier/printer market, all of which are investing many millions of dollars to grab the attention of potential customers," said Gail Esbin, director of Advertising and Marketing Communications for Canon U.S.A.'s Imaging Systems Group. "We designed the 'Rewards' campaign to be meaningful to IT professionals, and to address the real needs and expectations of our customers. The fact that we have been the #1 brand leader across all of the key copier segments for two consecutive years(1) confirms that it has had tremendous impact with our target audiences."

Canon's "DIGIC" television, radio and print advertising campaign highlighted the company's unique image processor found in its digital cameras to win a Bronze award in the Consumer Electronics category. Canon found itself at a pivotal point within the digital camera market, and determined that the best approach to create a strong brand differentiation was to emphasize how DIGIC technology clearly distinguished the Canon brand from other names in the hotly contested consumer market.

With the help of DCA Advertising, Canon created an educational campaign that leveraged the unique Canon DIGIC image processor - a Canon patented technology that delivers improved image quality, faster and more powerful auto focus, sophisticated image processing, and longer battery life - to demonstrate a clear difference between digital camera brands. As a result, Canon exceeded their objective of reaching the market share leading position six months before this intended goal.

"Canon distinguishes itself in the digital camera market through technologies that provide consumers with better image quality, faster processing and a better digital imaging experience than its competitors," said Rick Booth, director of Marketing Services and Advertising for the Consumer Imaging Group of Canon U.S.A., Inc. "Our campaign, which targeted adults with families, Gen-X and Gen-Y picture-takers, and photography hobbyists, focused on Canon's superb DIGIC technology as a means of educating consumers on the benefits of the Canon brand. The campaign's effectiveness is substantiated by Canon's emergence as one of the top two camera brands."

"It is a testament to the strength of our partnership that Canon and DCA could win two EFFIEs in the same year in two of Canon's critical business categories," noted Doug Fidoten, executive vice president for Strategic Planning at DCA Advertising. "It is also proof of Canon's growing strength as a brand in both the business and consumer categories. As Canon's agency of long-standing, it is the kind of growth that makes us extremely proud."

About Canon U.S.A.

Canon U.S.A., Inc. delivers consumer, business-to-business, and industrial imaging solutions. The Company is listed as one of Fortune's Most Admired Companies in America, and is ranked #39 on the Business Week list of "Top 100 Brands." Its parent company Canon Inc. (NYSE:CAJ) is a top patent-holder of technology, ranking second overall in the U.S. in 2003, with global revenues of $29.9 billion. For more information, visit www.usa.canon.com.

About DCA Advertising

DCA Advertising, part of Dentsu's North American network, offers unique integrated communications solutions that create dramatic results for their clients. In addition to this year's two EFFIEs for Canon U.S.A., DCA won an EFFIE award last year for the recent "See Inside" campaign for BusinessWeek.

All referenced product names, and other marks, are trademarks of their respective owners.

(1)Source - Gartner Dataquest - "Printer Quarterly Statistics United States - Database," Camille Iorns, February 2004.