Dolby brings in Hoffman for consumer division PR

SAN FRANCISCO: Dolby Laboratories has selected The Hoffman Agency to represent its US consumer division. Dolby launched its review in July, looking for a firm to develop PR strategies for the consumer division, which focuses on PCs, consumer electronics, mobile entertainment, and gaming. For the most part, Dolby's revenues are derived from developing technology that it licenses for use in other companies' hi-tech products.

SAN FRANCISCO: Dolby Laboratories has selected The Hoffman Agency to represent its US consumer division. Dolby launched its review in July, looking for a firm to develop PR strategies for the consumer division, which focuses on PCs, consumer electronics, mobile entertainment, and gaming. For the most part, Dolby's revenues are derived from developing technology that it licenses for use in other companies' hi-tech products.

"Hoffman had the strongest presentation, and we felt they were exactly what we were looking for," said PR director Jim Arnold, who recently announced he was leaving the company to pursue documentary filmmaking. "We felt we would be a great fit for their skills."

While Arnold previously told PRWeek that the search for his replacement would delay the agency search, that changed when it became evident to Dolby's PR team that Hoffman was their consensus choice. Arnold added that he did not know how long it would take to find his replacement.

Arnold said Hoffman's experience and international reach were key factors in the decision. The competitors that Hoffman beat out were Allison & Partners, Bender/Helper Impact, Hill & Knowlton, mPRm, Nicoll PR, and Ogilvy PR Worldwide.

Bender/Helper Impact previously handled PR for Dolby's gaming technology, while Martell Communications oversaw PR for other consumer areas.

"Their media relations capabilities were amazing," said Arnold of Hoffman. "Their research was astounding. And they demonstrated extreme professionalism."

The Dolby brand has enormous awareness, said agency president Lou Hoffman, adding that research shows that while consumers are widely aware of Dolby, their knowledge of the company is not very deep.

"Where PR can make a strategic contribution, is that it can unleash the equity that is in the brand," said Hoffman. He added that he wants to focus on both companies that buy Dolby technology and consumers.

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