SANTA BARBARA, CA: Consumer electronics manufacturer Sonos has named Interpublic Group agencies Weber Shandwick and Rogers & Cowan its PR AOR team after a competitive review.
Sonos began an RFP process in May to find a PR agency to raise consumer awareness of its brand and to drive sales. Weber and Rogers & Cowan pitched for the business as a team.
Eric Nielsen, senior PR manager at Sonos for the Americas and Pacific, confirmed the agency hire. Weber deferred comment to the client.
The company's objective in hiring an AOR, according to documents obtained by PRWeek, is to tell the brand's story and increase consumer understanding of its products and offerings. Sonos wants to build and mobilize a loyal fan base and target its core audience of “modern music lovers.”
The RFP document also states that the company plans to focus one-quarter of its communications on product PR and 75% on global stories with local activation.
In addition to traditional communications, Sonos wants to use more social media to enhance its storytelling capabilities to promote the “Wireless HiFi System,” raise awareness of the Sonos Studio in Los Angeles, and form relevant brand partnerships.
Lyman PR resigned the account in April 2012 after working on it for four years. While the agency was not involved in the review, Neilsen said the relationship ended on a positive note and the firm “did a fantastic job” for the company.