LONG BEACH, CA: Car audio and home entertainment company Pioneer Electronics has named Allison+Partners its PR AOR after beginning a review in March.
Pioneer had worked with Formula PR for the past year after its previous incumbent since June 2010, Atomic PR, resigned the account to work with Sony Electronics, said Andy Parsons, SVP of corporate communications at Pioneer.
Formula representatives were not immediately available for comment.
Four agencies participated in the final round of the RFP process, said Parsons, who declined to name the other firms.
Pioneer picked Allison, which started work last week, because of the firm's knowledge of the technological challenges the company is facing, said Parsons.
“We're experiencing a movement in our market toward smartphones and tablets as source devices for music and video playback for both our car and our home businesses,” he added. “[Allison] had the right approach we were looking for in how we can expand our audience to embrace that side of the market.”
Allison's main responsibilities will include media outreach, audience expansion, and event planning and management. It will also oversee blogger engagement and press events.
Parsons explained that while lifestyle media is a “tough nut to crack” for consumer technology companies, Pioneer and Allison will work together to get more coverage in that sector.
Parsons added that the company also wants to promote its DJ equipment line to a broader market since it is growing in popularity.
Social media will be primarily handled in-house, said Parsons, but Allison will work on some “tracking” of the company's social networks.
"Allison+Partners' Los Angeles office and our brand innovation group are working together to incorporate a unique approach adding creative strategy and a brand narrative enhancing the cultural relevance and reach of the Pioneer brand,” said Scott Pansky, senior partner and co-founder of the agency, in an emailed statement.