Joe Public wins Mitsubishi mobile phone account

Joe Public Relations has won the PR task for Mitsubishi Electric

Telecom Europe's (METE's) Trium brand of mobile handsets and


The campaign hopes to raise awareness of the Trium brand with a bias

towards youth and young professionals. BSMG Worldwide's youth division,

SLAM, previously handled Trium's PR.

JPR was awarded the account in a non-competitive pitch. The agency's

associate director Kevin Redfern previously dealt with METE when he

worked at BSMG.

JPR managing director Matthew Wood said METE wanted to become a brand

leader in the mobile handset field, which was currently heavily

dominated by Nokia.

'Ericsson and Motorola appear to be loosening their grip and there is an

opportunity for us to create a brand to challenge for the number two


According to Suzanne Merotto, marketing communications manager for METE,

JPR won the brief because of previous work in branding in consumer

technology and telecoms sectors.

METE has retained the agency on a contract that runs into six figures,

Wood claimed.

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