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
’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.’