Spreckley director Richard Merrin said Memorex has responded to increased competition and the explosion of technology since its halcyon days in the 1970s by developing a 'breadth of product portfolio' that sets it apart'.
Media relations will focus on press sampling and visits to media companies.
Merrin added the brand has relevance for technology titles and gadget pages of nationals since its products are 'funky' and 'touch absolutely everybody's lives' rather than being 'just for geeks'.
Recognition of the Memorex brand, which was established over 40 years ago, owes much to its 'Is it live or is it Memorex' ad campaign in the 1970s, but while this still commands recall, Merrin said it was important to focus on the products' capabilities.
'It was an iconic brand but we have to introduce it to a whole new generation. We've got to show what Memorex can do again.
There is a stream of new products launching, starting with a range of mini-DVDs and slimline DVD cases.'
Other new lines include a scratch-free titanium CD, a range of coloured CDs and the ActionX CDs featuring sporting motifs to appeal to the youth market.
Spreckley will co-ordinate a roster of European agencies in its Plus PR network. These include Point Virgule in Paris, Intro Iberica in Madrid, Prima Pagina in Milan and Atlasvision AB in Stockholm.