CULVER CITY, CA: Beats by Dre has brought on John Doe as its AOR for North America after working with the agency in Europe since the end of last year.
The company, bought for $3 billion in May in Apple’s largest acquisition to date, selected John Doe to "cover consumer-lifestyle placements and amplification of the brand’s PR and marketing initiatives," according to a post on John Doe’s Facebook page.
Representatives from John Doe declined to comment on the relationship, and Beats representatives were not immediately available for comment.
John Doe was initially selected to handle consumer work and strategy for the launch of Beats’ music-streaming service in Europe last December.
"Beats is one of the most disruptive brands in the world, and we have loved working for them in Europe, and the opportunity to work closer with the internal PR team in LA is beyond exciting," agency founder Rana Reeves wrote in the Facebook post.
Reeves, who will lead account work, added: "Every day, we wake up to moments that are made for PR. They are just the sort of company I set up John Doe to represent – ones that affect the pulse of culture."
Prior to John Doe, Beats worked with PMK-BNC in North America. Representatives from the Interpublic Group agency were not immediately available for comment.
Over the weekend, the National Football League reportedly banned players from wearing Beats headphones on the field or in post-game interviews due to an exclusive deal with Bose. San Francisco 49ers quarterback Colin Kaepernick and Seattle Seahawks cornerback Richard Sherman are among the NFL stars who have endorsement deals with Beats.
Despite reports that Apple plans to shut down the Beats Music steaming service, a company spokesperson told The Guardian last month that it is not planning to cut off the network, but a rebranding is not out of the question.
Re/code reported last week that Beats headphones account for 61% of the premium headphone market in the US, according to the NPD Group.