NEW YORK: Westinghouse Digital Electronics has selected HWH PR/New Media as its AOR. Rey Roque, VP of marketing at Westinghouse Digital, described the account’s billings as "substantial."
Roque said the company chose HWH PR in part because of his experience with the agency when he worked at Samsung, which HWH held as an account for 17 years.
“Looking at the history of what they’ve done has been impressive to me,” he said.
HWH will work on a campaign that encompasses lifestyle, technology, and entertainment initiatives.
Lois Whitman, president of HWH, said part of the work would involve getting Westinghouse Digital products in the hands of celebrities and other influentials. The agency will also go after the younger market using blogs, podcasts, and other new media applications.
Roque said the ultimate goal is to have general awareness of Westinghouse digital products among different audiences.
“We believe there’s a substantial lag between the widespread consumer acceptance and the media perception and analyst perception,” he said. “We really want to close that gap.”