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.