The company produces more than 100 million chips a year for devices such as PCs, notebooks and workstations, but until now the majority of its PR activity has been product-focused through reviews and in technology trade media.
Nvidia European corporate PR manager Andrew Humber said the company needed to introduce itself to consumers through the media after expanding into consumer products, such as with the recent launch of its first media processor for mobile phones.
‘Nobody has a strong opinion about what is in their mobile phones,’ said Humber. ‘All of our products go inside other things so we are trying to build a brand for something that customers will want in the products they buy.’
Nvidia is at the ‘beginning of the journey with technology editors’ of nationals and consumer magazines, he added.
The PR programme, managed by Republic PR, is based on identifying what consumers want from technology, such as better-quality photographs or video footage on mobile phones, and showing how Nvidia can meet those needs, said Humber.
Republic joint-managing director Deborah Lewis said gamers, film makers and key companies in the automotive and aeronautical industries know of Nvidia – but it needs to build its profile with consumers in other areas.
Nvidia hired Republic to the six-figure consumer account after a four-way pitch against Ruder Finn UK, Grant Butler Coomber and Waggener Edstrom UK.