Diana Marszalek 07 Feb 2020 // 4:24AM GMT
LOS ANGELES — Panavision, which has been a mainstay of the film industry since 1954, has named Red Lorry Yellow Larry as its global agency of record.
Best known for its cameras and lenses, Panavision has hired the agency to promote products and services across its brands — Panavision, Light Iron, LEE Filters, Panalux, Direct Digital and Island Studios. Red Lorry Yellow Lorry’s Los Angeles director, Kim Willsher, will lead account teams in LA and London.
The PR program will focus on expanding awareness of Panavision’s brands among cinematographers, producers, directors and emerging filmmakers through a strategic content marketing and media relations campaign targeting national business media as well as film and television trades.
All of which is part of Panavision’s larger push to reach customers in new media businesses such as OTT service providers and tech companies that produce content. Decision makers, influencers and filmmakers are all among their targets.
The company recently worked with creative agency Molly Duggan Associates on a brand refresh with that very goal in mind.
“We look forward to tapping the lorries’ expertise and data-driven approach to bolster our powerful Panavision brand story with both our core community and a broader audience,” said CMO Lesley Kantor. “The lorries’ proven track record in expanding the media reach of the B2B brands they support combined with their on-the-ground presence in our two biggest markets position us well to achieve our goals.”