Holmes Report 21 Mar 2016 // 9:00AM GMT
COPENHAGEN — Headset maker Jabra has consolidated PR for several markets with Lewis, as it aims to elevate its profile in an increasingly competitive market.
Lewis has been appointed as Jabra' lead global agency, delivering PR support across the UK, US, France and Asia-Pacific. In the latter region, Australia, Japan and Korea will be coordinated from a hub in Singapore.
The appointment marks a shift in Jabra's previous agency strategy, which involved numerous agencies in various local markets. The Lewis hire also reflects Jabra's desire to integrate its B2B and B2C communications, and follows an initial project handled by the consultancy last year.
"After a successful campaign last year, we brought Lewis on board to help consolidate our PR efforts and deliver a consistent story globally," said Claus Fonnesbech, head of PR and earned media at Jabra. "We chose the agency because of its global reach and global hub team. This allows us to use our resources efficiently, share ideas and content across markets, and deliver a consistent message."
Fonnesbech added that the assignment would aim to "promote our innovation in the audio sector and achieve brand recognition in a competitive market." The global campaign will target both business and consumer audiences, covering a broad spectrum of activities including thought leadership around new ways of working and living, event support, product launches, news and review programmes.
Lewis international VP Sally O’Neill noted the growing demand for high-quality audio among consumers and businesses. "This creates the perfect platform for us to raise Jabra's profile as a thought and market leader in the ‘hearables’ category," she said. "Leading the campaign centrally from a global hub means we can work efficiently, and create content and opportunities that will resonate well with media and bloggers across all markets."
Jabra's headsets and speaker phones include its recently-launched intelligent sports audio range, competing in particular with Plantronics. Accordingly, the new campaign is designed to tell the Jabra story, draw attention to its innovation in high quality sound solutions and raise its brand profile.