Pioneer appoints Beige to build on DJ market dominance

Consumer electronics company Pioneer has appointed agency support as it looks to expand the brand's DJ market dominance into the wider consumer world.

Pioneer: appointed Beige
Pioneer: appointed Beige

Beige has been brought in as the Japanese brand’s retained agency across its three divisions of consumer electronics products – home, mobile and ‘Pioneer DJ’.

The technology giant selected Beige after an eight-strong competitive pitch process, and has called on the agency to assert the brand as ‘industry leaders in audio innovation and entertainment’.

The Pioneer account will be headed up by Beige director Megan Greenwood, who said: ‘Our mission is to extend Pioneer’s unrivalled audio dominance in the DJ market into the wider consumer electronics sector.’

Beige will report to Pioneer senior marketing executive Gemma Hall, who said: ‘Beige showed a passionate and proactive approach to PR, alongside a proven track record with a successful three years working across the Sony product range.

‘Their experience and insight in the consumer technology sector is a hugely valuable asset and it means that we can hit the ground running.’

Hall added that that the agency ‘embraced our objectives in terms of brand, audience and our position in the market’.

Beige has recently moved into new offices in London’s Wardour Street.

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