Firefly chosen to 're-energise' TDK brand in Europe

Media recording and hardware giant TDK has hired Firefly Communications to handle its pan-European PR.

The agency, which replaces incumbent agency 360 deg Communications, was appointed after a competitive pitch.

Firefly is tasked with 're-energising' and repositioning TDK as a digital brand.

With many still associating the firm with analogue tapes, the need for TDK to spread news of its digital developments has become paramount, a spokesman said.

With an emphasis on the company's recording technology, including mini-discs, flash-memory cards, CD and DVD writers, Firefly will lead its campaign across Europe, focusing on the UK, Spain, Italy, France and Germany.

Director Annabel Abbs oversees the account, which carries six-figure fees, reporting to TDK senior marketing manager Jean-Paul Eekhout.

'We will use our offices in the UK, France and Germany and call upon partners in Spain and Italy,' said Abbs.

Firefly will develop the TDK intranet to assist the PR drive to the media in Poland, Russia and other emerging markets.

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