Pioneer nets Red Whistle for European DVD roster

Consumer electronics firm Pioneer has retained Red Whistle to

co-ordinate the pan-European PR agency roster for its DVD range.

The agency - part of the Weber Shandwick Worldwide (WSW) group - landed

the six-figure brief after a non-competitive pitch, to provide

centralised communications initiatives and help co-ordinate company


Red Whistle Europe MD Zoe Arden heads the seven-strong account team,

reporting to Pioneer head of European marketing communications, Georges

Beeten, who is based at Pioneer's headquarters in Antwerp, Belgium.

Red Whistle in London will work closely with its sister agency in

Belgium and the WSW Belgium technology head, Etiennes Plas.

The brief will concentrate on co-ordinating agencies in seven regions:

the UK (where Pioneer retains Hill & Knowlton), Benelux, France,

Germany, Italy, Iberia and Scandinavia.

'Our role will be the production of all central materials in terms of

briefing the agencies,' said Arden. 'Pioneer wanted to make sure there

was as much synergy as possible in communications and no duplication of


Arden's team will be using WSW's extranet, PRWorks, to share information

and ideas between the agency network and Pioneer.

'There are a number of different standards of DVD and it can be

confusing to consumers so it's an area where communication is

fundamentally important,' added Arden.

Pioneer is developing a number of DVD products for launch, including a

DVD-based in-car navigation system and rewritable DVD formats.

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