Technology: Sennheiser turns to Harvard

German electronics firm aims to expand focus and reach mainstream consumers.

High-end audio specialist Sennheiser has appointed Bell Pottinger's technology arm Harvard PR to broaden the brand's reach into the mainstream.

The agency has been brought in on a retained basis to promote the German electronics firm in the UK.

The brief is understood to be worth a six-figure sum annually and was won following a four-way competitive pitch.

Harvard will support Sennheiser's efforts to reach a broader audience by promoting the firm's more generalist product range.

Sennheiser is currently known for higher-priced headphones and prestige products. The agency will reach out to consumers who value quality of sound and raise awareness of the firm's more moderately priced ranges.

The firm's UK marketing communications manager Steve Dalton said: 'We have to convince people that upgrading from the headphones and headsets bundled with devices, or choosing quality products over fashion brands, greatly improves the experience of sound during daily activities like exercising, commuting, playing video games or talking on a mobile.'

Harvard PR director of strategy and planning Will Sturgeon said: 'We need to look at tribal behaviour and establish who should be targeted, identifying and creating new audiences. It's about saying to people "you've invested in the device, now buy the headphones".'

Harvard will target lifestyle magazines and national media, in addition to specialist audio publications, to showcase the products to different audiences.

The agency will start work on the account with immediate effect. A UK media launch at the British Music Experience at London's O2 is scheduled for later this month.

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