MARLBORO, NJ: Audio speaker manufacturer KEF America has selected Waggener Edstrom as its PR agency partner to help the brand engage a younger audience.
The British-based company brought on Waggener Edstrom in the US after researching and speaking with several other agencies, said KEF marketing manager Stephanie Scola. KEF, which sells high-end audio products, was looking for a PR firm to raise brand awareness among a “more youthful, hip audience,” Scola said.
The company chose Waggener Edstrom for its experience in events, consumer electronics, and storytelling, she added.
The initial contract is for one year. Scola declined to disclose a budget.
Prior to hiring Waggener Edstrom, KEF America worked with Marketing Matters for eight years. While Marketing Matters helped increase brand recognition of KEF, the company needed a “more powerful” communications agency going forward, Scola said.
“From product launches to promoting special events, we helped KEF America with numerous successful PR campaigns, as evidenced by several awards we received for our work together, and we thank the leadership at KEF America for that opportunity,” Marketing Matters founder and president Coleen Sterns Leith said in a statement.
Waggener Edstrom will promote KEF's new X Series computer speakers and M Series line of headphones to younger consumers and later expand its work to support other product lines. The agency will reach out to music, design, and luxury media. It will also advise on social media efforts, which the company handles internally, Scola said.
With the agency appointment, KEF is aiming to educate younger, affluent consumers about their options for high-end audio products, Scola said.
“At the end of the day, what we're trying to do is bring music into a person's home that sounds as real as possible, and with the younger generation downloading music, they are losing a lot of the quality they could be experiencing,” she said.
Founded in 1961, KEF is owned by Asian multinational corporation Gold Peak Group, which also owns brands such as GP batteries and Celestion professional speaker drivers.