Dolby seeking firm in push to spotlight vast tech offerings

SAN FRANCISCO: Dolby Laboratories, whose brand is synonymous with movie theater sound systems, is looking for a PR agency to help highlight the company's other technological innovations.

SAN FRANCISCO: Dolby Laboratories, whose brand is synonymous with movie theater sound systems, is looking for a PR agency to help highlight the company's other technological innovations.

The company, which develops technologies that it licenses for other companies' hi-tech products, is starting a PR review to find a firm for its consumer division, which PR director Jim Arnold said constitutes 70% of the company's revenue.

Dolby's consumer division focuses on four areas: PCs, consumer electronics, mobile entertainment, and gaming. Arnold wants one agency for all four areas, though would consider using multiple agencies, depending on expertise and experience. Bender/Helper Impact currently handles PR for the gaming technology, while Martell Communications oversees PR for the other three areas. Both agencies are pitching.

"We have these new areas that we are not known in, particularly mobile entertainment and PCs," said Arnold. "We currently do a lot of trade and industry press, and we want to reach beyond that." He added that he wants consumers to seek out hi-tech products with Dolby technology, much like they look for PCs with Intel processors.

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