Pioneer recruits Beige to help expansion

Consumer electronics company Pioneer has appointed agency support as it looks to expand its dominance in the DJ sector into the wider consumer market.

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 chose Beige after an eight-strong competitive pitch process. It has called on the agency to assert the brand as an 'industry leader in audio innovation and entertainment'.

The Pioneer account will be headed 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. '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,' she said.

'Its 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 the agency 'embraced our objectives in terms of brand, audience and our position in the market'.

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