Sharp Electronics plans European comms drive with Kaizo

Sharp Electronics has consolidated its consumer and b2b comms across Western Europe under Kaizo and appointed its first corporate comms manager to oversee the region.

Sharp Electronics: European comms changes
Sharp Electronics: European comms changes

The brief covers Sharp’s entire portfolio of consumer electronics, home appliances, visual solutions, document solutions and solar.

Kaizo will develop a new strategy for the brand based on innovation, moving away from previous product-focused activity towards promoting Sharp’s lifestyle and business benefits to consumers.

After winning the business in a pitch, the UK-based agency will work with newly appointed European corporate comms manager Ingrid Helderman, previously Sharp’s head of PR for Benelux.

It will also handle content development, social media integration, press office duties, media relations and campaigns across the UK, Germany, France, Spain, Benelux and the Nordics.

Kaizo will work with a range of agencies in its Worldcom partner network to implement campaigns in local markets, including HBI in Germany, Yucatan in France, LF Channel in Spain, Wisse in the Netherlands and Oxenstierna & Partners in Stockholm.

Comms duties were previously split between multiple agencies across different territories and sectors of the business, with no single UK incumbent. Sharp’s team of PR managers who handle specific regions within Europe remains in place.

Edelman will continue to handle Eastern European PR, while Sharp’s in-house comms team in its home market of Japan retains management of corporate comms.

Helderman said: ‘Our aim is to communicate with one consistent voice, while maintaining a personal touch at a local level.’

Kaizo MD Rhodri Harries said: ‘Despite its size globally and its heritage, we see Sharp very much as a challenger brand today, so we will be developing campaigns with this in mind.’

The move comes after Sharp recorded operating losses of more than £700m last year as consumers increasingly turned to other technology brands.

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