Technology: 3 Monkeys to revive Sharp's brand power

Electronics giant Sharp has shifted its six-figure annual PR account to 3 Monkeys as part of a drive to revitalise its brand with consumers.

Three-year incumbent Brands2Life declined to repitch for the account. 3 Monkeys outgunned two other agencies in the review and will manage brand, consumer, digital and b2b PR for Sharp.

It will also support major UK launches in 2010, including Sharp's new generation Aquos LED TV range. The agency will report to Sharp MD Paul Molyneux, marcoms manager Martin Arnold and interim PR manager Jasper Credland.

At 3 Monkeys, the account will be led by board director Stuart Yeardsley. He told PRWeek that the upcoming brand campaign would seek to reverse flagging consumer perceptions of Sharp.

'Sharp manufactures some superb products, yet brand awareness and belief has suffered over the past few years,' said Yeardsley. 'Our campaign will seek to encourage consumers and businesses to reappraise what Sharp has to offer them.'

Molyneux added that Sharp had been searching for a consultancy with 'strategic nous, creative energy and a team that would challenge us'.

The decision comes more than one year after Sharp restructured its UK marketing operation, axing marketing director Paul Hide. Its PR function now reports directly to Molyneux, who also heads sales and marketing for the consumer electronics division.

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