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,