WAYNE, NJ: JVC, in an effort to embrace PR, has signed Magnet Communications as its agency of record in North America.
"We felt Magnet was best qualified and had a lot of experience in the consumer-electronics area, said Donald Trapp, JVC's corporate communications manager. "They presented us with great ideas to make our audience more aware of the JVC brand."
While not directly addressing past PR efforts, or how Magnet's work would differ, Trapp said that PR had not been as much of a priority in the past as it would be now with Magnet and it would play a greater role with other marketing channels, such as advertising.
"There are a lot of variables into why we switched to Magnet. Overall, we want to move our PR efforts forward."
Prior to Magnet, JVC worked with TSI Communications.
Paul Jensen, Magnet EVP and head of its tech practice, said the agency would help JVC leverage its partnerships with organizations such as World Wrestling Entertainment. Magnet will also provide assistance at trade shows, such as JVC's upcoming appearance at the CEDIA Expo, the custom electronics design show.
PR will be instrumental in fortifying the brand, said Trapp, against competitors such as Sony and particularly Samsung, which has seen its sales and reputation surge thanks to recent marketing campaigns.