Canon is reviewing its £50 million (AUS$110,000,000) pan-European media planning and buying business.

Brand Republic reports that the review, which covers media across Canon’s range of photography and computer products, was launched by the company’s European headquarters in Amsterdam, ahead of a possible brand relaunch in early 2009.

Mediaedge:cia is the incumbent in the majority of markets and is expected to re-pitch against other networks for the business.

In the UK, Canon’s media planning and buying is handled by MEC‘s sister WPP agency BJK&E.

A spokeswoman confirmed the review and says it’s taking place because Canon wants to extend its media activity beyond a focus on Western Europe to cover the whole EMEA region.

The review also follows Canon’s appointment of The Brand Union to work on more distinct positioning campaigns for the brand, in what is becoming a crowded digital equipment market.

A key part of Canon’s advertising and media strategy has been its sponsorship of European football.

It was one of the main sponsors of UEFA Euro 2008 and has an association with football that goes back 30 years.