Global agencies hunt by Bang and Olufsen

Danish audio and video brand Bang and Olufsen is appointing nine PR agencies worldwide to support its global expansion.

Danish audio and video brand Bang and Olufsen is appointing nine PR

agencies worldwide to support its global expansion.



The company has appointed London-based Aurelia PR for a six-figure fee

to handle its UK consumer PR and co-ordinate its consumer PR activity in

its expanding markets outside the US and Europe. These markets are

Canada, South Africa, Japan, Taiwan, Singapore, South America,

Australia, Korea and Hong Kong. Aurelia has replaced Munro and Forster,

which handled the company’s UK PR account from 1994.



Bang and Olufsen is expanding its distribution globally, with plans to

open 30 new stores in the UK this year, and 70 dedicated stores in its

expansion markets over the next three years.



Aurelia managing director Aurelia Cecil said: ’This is a critical win

for the agency. Our appointment will ensure that we are now firmly

positioned on the global marketing map.’



Tine Williumsen, marketing manager for Bang and Olufsen’s expansion

markets, is recruiting the agencies. Each market will have its own PR

agency, all reporting to Aurelia. Williumsen has already appointed

Alison Gregg as the agency for South Africa. The remainder are expected

to be on board by February, when Bang and Olufsen holds a closed-door PR

seminar.



’We want to establish a string of agencies around the world and anchor

them with one agency in London. There needs to be cultural sensitivity.

It’s the same message, but how you say it is slightly different.’



Bang and Olufsen UK marketing manager Graeme Taylor said: ’PR has been

overlooked in the expansion markets. Tine wanted a London PR to

co-ordinate the activity. There’s no point having two UK agencies.’



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