Monster opts for ex-Beats agency DeVries SLAM

Audio company Monster has hired DeVries SLAM, the agency that previously worked with rival Beats by Dr Dre, to handle its consumer work across the UK and France.

DNA headphones: Part of the Monster range
DNA headphones: Part of the Monster range

Monster, formerly manufacturer for Beats headphones until a split in 2012, made the hire after DeVries SLAM parted with the Dr Dre-led business after a four-year relationship at the end of 2013. 

Replacing incumbent Speed Communications after a non-competitive pitch, it is tasked with profiling the launch of products across all channels, with a focus on developing social media content and engaging what it terms "the new generation" across film, sport, music and fashion.

As well as promoting Monster’s audio offering, DeVries SLAM will work alongside Monster’s long-term consumer technology agency Andy Giles Associates to promote other products from the Monster portfolio, including HDMI cables. 

It will also help Monster position itself as a ‘leader in sound’ through partnerships with brands such as adidas Originals, Diesel and EA Sports. 

Kathrin Noe, director of marketing and events EMEA, Monster, said: "The agency has unparalleled experience in helping to make brands culturally relevant and will work with us to ensure our brand wins the hearts and minds of future generations."

Monster, founded by Noel Lee, had been the exclusive manufacturer of Beats headphones from 2009 to 2012, when Beats opted not to renew the contract and swapped production to HTC. 

Beats now works with John Doe on a Europe-wide level. 

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