World leader in consumer electronics headphones and headsets chooses Harvard to lead its brand lifestyle communications
July 8, 2010, Harvard PR, part of the Bell Pottinger Group, has won the UK consumer electronics account for Sennheiser. The German manufacturer of headphones and headsets aims to increase its appeal beyond an audio-savvy audience to a more mainstream demographic.
Despite manufacturing some of the most popular headphones in the UK, the Sennheiser brand is still largely known in the UK for higher-cost prestige products. The aim of the move to Harvard is to address a broader audience by reaching out to lifestyle communities for whom quality of sound is essential.
“We are never going to do anything that will undermine our reputation for delivering superior quality products,” said Steve Dalton, UK marketing communications manager, Sennheiser UK. “But we have to convince people that upgrading from the headphones and headsets bundled with devices or choosing quality products over fashion brands greatly improves the experience of sound during daily activities like exercising, commuting, playing video games or just talking on a mobile.”
“Increasingly, consumer-facing brands are coming to us wanting an agency that understands how consumer electronics, technology and IT fit into prevailing lifestyle trends,” said Lee Brooke, managing director, Harvard PR. “To do that you need to understand how consumers make technology purchasing decisions and how to influence that behaviour.”
“We chose Harvard because they were hands-on at a senior level and could help us develop the strategy, but had the characters and experience to execute on consumer electronics’ campaigns,” added Dalton. “Particularly, we needed to know that the product loan and review programme we’d been running so successfully wasn’t going to collapse as we moved into new areas. Thankfully, Harvard has a real strength in this area under reviews manager, Tricia May so we got the best of both worlds.”
Harvard will start work on the Sennheiser account in July with a UK media launch at the British Music Experience in London’s O2.
ENDS
About Harvard PR
Harvard PR is the technology, media and telecommunications specialist within the UK’s largest PR group, Bell Pottinger. Harvard works with clients to build and manage their reputations, helping them to understand how their brand, products and services relate to local and global social, economic and political trends. Helping client’s to engage with their audiences via media and non-media influencers, Harvard works with some of the TMT industry’s leading brands, from the market gorillas to the ones shaking trees. For more information see: www.harvard.co.uk or follow Harvard’s Twitter feed: @harvard_pr.
Contact:
Stephen Smith
+44 (0)207 861 2835
+44 (0)7554 114885
stephen.smith@harvard.co.uk
