50 Cent's headphone brand SMS Audio hires Diffusion for UK launch

SMS Audio, the headphone and consumer electronics accessories brand founded by rapper Curtis "50 Cent" Jackson, has appointed Diffusion on a retained basis following a three-way pitch.

50 Cent: Brings in Diffusion for UK launch of his headphone brand SMS Audio
50 Cent: Brings in Diffusion for UK launch of his headphone brand SMS Audio

This is the first time the brand has appointed a UK PR agency, and Diffusion will handle its launch in this country.

The agency has been briefed to introduce and seed the brand to key consumer lifestyle influencers, and secure review coverage in consumer technology media. 

Jonathan Belson, vice-president of global sales and business development at SMS Audio, said: "We have huge ambitions to shake up the UK market. 2015 is set to be a major year for the business."

Diffusion will also be responsible for SMS Audio’s music and sport celebrity ambassador programme in the UK, and will work with its UK distributor Eurosimm to secure key retail partnerships.

Richard Dolman, department manager at Eurosimm, said: "We wanted to work with an agency partner that was capable of getting the SMS Audio range into the hands of journalists, high-profile individuals and, ultimately, the UK public.

"Diffusion understood the SMS Audio brand as well as our objectives at Eurosimm and, coupled with its fantastic media contacts, industry experience and heritage of working with high-profile brand ambassadors, we are confident that it is the best PR partner for us."

Diffusion global MD Daljit Bhurji said: "We see a massive opportunity to make SMS Audio part of the cultural conversation in the UK across music, sport and beyond. We will be focusing on highlighting the brand's heritage in creating innovative and stylish products that reflect its passion for professional sound quality and performance."

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