Harman Consumer International PR retainer for Bite Communications

Bite Communications has scooped the lucrative PR retainer for Harman Consumer International, the company behind JBL speakers.

Wired: Harman Consumer behind JLB speakers and headphones
Wired: Harman Consumer behind JLB speakers and headphones

The brief, which covers the JBL, AKG and Harman Kardon brands across Europe, is worth EUR400,000. Bite prevailed after a review that also included Edelman and Cake.

The agency's London office will act as a central content creation and management hub. It will also oversee activity across the region.

Bite will work with its Stockholm branch in Sweden and manage other agencies across France, the German-speaking countries and Benelux.

Bite will report to Harman's European PR manager Ashley Douglas. The first campaign will focus on driving lifestyle coverage of the three brands in the run-up to Christmas.

Douglas said Bite's appointment was aimed at repositioning the Harman brands beyond product PR and into music and lifestyle areas.

Achieving this goal internationally was a key priority for the company, added Douglas.

Bite Europe MD Kath Pooley said a range of social media and digital PR tools would be used to 'drive product awareness, tap into new audiences and create a consistent buzz in key European markets'.

Harman Consumer's parent company Harman International recently reported lower net sales and a net loss of $9m its first quarter. But results beat analysts' expectations, with the consumer division in particular performing well.

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