Yahoo-branded electronics manufacturer names AOR

DRAPER, UT: Politis Communications has been named AOR for Diamond Electronics, the San Diego-based technology manufacturer about to launch a line of Yahoo-branded products in partnership with the search engine.

DRAPER, UT: Politis Communications has been named AOR for Diamond Electronics, the San Diego-based technology manufacturer about to launch a line of Yahoo-branded products in partnership with the search engine.

The products, three home DVD players and two home-theatre systems, are currently available through the Yahoo channel online, with plans to roll out to retail stores in the first half of 2005.

No RFP was issued. A referral led the company to Politis.

AE Russell Paige will lead the account, with president David Politis offering management support. The team will range from three to eight. Politis would not disclose a dollar amount.

The rollout of the products was officially announced last week, although there had been leaks over the summer. Politis said much of that information was inaccurate and that the firm is now working to clear up misconceptions.

Politis said that his firm and Diamond have been in tight coordination with the corporate PR people at Yahoo, which is fiercely protective of its brand image. "If you are a partner with them, they're involved," Politis noted.

So far, the company has had over 50 million media impressions through pieces in C-Net News, The Washington Post, CBS Marketwatch, and Dallas Morning News, among others. There are plans under way to pitch Diamond to television outlets.

"We're leveraging our client's dollars in a push to reach consumers," Politis said. "TV is obviously a good way of doing that."

Politis said that the compelling pitch is based upon the strength of the technology, combined brands, and the price point. Diamond secured the Yahoo! name through a licensing agreement and will distribute the DVD players and home theatres, in the US, Mexico and Canada.

Other Politis clients include Apple, Iomega, FutureSmart Networks, and Novell.

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