DOVER, NJ: Casio, the consumer electronics company, best known for its calculators, keyboards, and watches, has named Coyne PR its AOR as it moves to craft a unified image.
Coyne will work with five Casio consumer divisions: digital cameras, timepieces, electronic musical instruments, educational, and business presentation devices.
Terms were not disclosed.
?They?re promoting products, but they?re also promoting the technology we create,? said Denise Ruiz-Cabrera, Casio?s advertising and PR manager. ?What I want to do is create a Casio umbrella.?
She noted that Casio tries to stay ahead of the curve of consumer demand, sometimes creating products before the market even knows it wants them. ?We?re an innovative technology company,? she said, adding that the outreach effort aims to ?elevate the brand.?
She pointed to timepieces as one division that includes several brands.
Casio is currently known for its lower-end watches. But the company also makes the G-Shock and Baby G labels, and is preparing to launch the high-end Oceanus.
?I want [consumers] to understand that Casio makes all these things,? Ruiz-Cabrera said.
Coyne will handle product launches, trade show outreach, special events, and media relations.
Lisa Farynyk, Coyne assistant VP and account lead, also noted that the goals for the business would be to ?reinforce [Casio?s] presence on the tech pages? as well as expand into new areas, such as fashion.
The first big task for the agency was the launch of Casio?s credit card-sized S500 digital camera, which is ?? thick at its thinnest point, has a movie-recording capability of one hour, and comes in a variety of colors. Farynyk described the S500 as an example of a product that spans between fashion and tech.
Casio had previously worked with HWH PR. It ended ties with the agency after deciding to bring more PR efforts in-house in order to better monitor them and track results.
But because of an extensive fall product launch schedule, ?we were looking for someone to maximize our ability to turn things around quickly,? Ruiz-Cabrera said.
The company had considered other local agencies, but selected Coyne based on previous work they had done with Ruiz-Cabrera, who joined Casio in March.
?It was a no-brainer,? she said. ?I know that they?re reputable and reliable.?