Pioneer brings in Taylor Herring for sat-nav push

The appointment comes as the company prepares to launch its first portable device, the AVIC-S1.

It is the first time Pioneer has used a PR agency for its sat-nav range. Taylor Herring was awarded the account after working with the audio-visual specialist on its sponsorship of this year's Bafta TV Awards to promote its plasma screens.

Justin Crosby, director of Taylor Herring's brand communications wing, heads a four-strong team, reporting to
Pioneer GB's public relations manager Carole Love.

The agency will mastermind the launch later this summer. It will promote the new portable device and Pioneer's high-end integrated systems in an initial six-month campaign targeted at non-specialist consumer media.

Crosby said the agency plans a campaign of ‘mobile media briefings' so journalists can see the systems in action. It will also loan kit to journalists.