GPS technology giant Garmin launches PR agency review

Consumer electronics business Garmin is seeking 'a modern approach' as it launches a PR pitch in the UK and Ireland, PRWeek can reveal.

Garmin has specialised in GPS navigation products for decades.
Garmin has specialised in GPS navigation products for decades.

The GPS navigation giant is seeking a 'brand-led contemporary PR agency' to elevate the brand, drive advocacy and build news audiences.

The successful agency will be expected to promote the company through earned and owned media, taking ‘a modern approach to Garmin’s growth as a visible and engaging brand’.

PRWeek understands the review is being handled by Creativebrief and is at a chemistry stage.

"We’re looking for an agency solution to take strong strategic leadership of the Garmin brand and deliver clear powerful messaging in the UK&I," Garmin head of marketing Richard Daish told PRWeek.

"Now feels like the right time to engage in this process as we look to take the brand onto the next level in 2019 and beyond."

He added: "All agencies we have engaged with to date have been fantastic partners for us and we want to thank them for their professionalism and work on the Garmin brand."

Last year, Tangerine Communications helped Garmin promote the UK’s largest scotch egg hunt, starring comedian Joe Wilkinson. The Manchester agency was appointed by Garmin’s automotive arm to support traditional and social marketing for its dash cam and sat nav range.

Other communications agencies that have worked with Garmin in recent years include Stature PR, Gung Ho and The Ideas Network.

in 2016, JAA was appointed to handle Garmin’s media buying and planning in the UK.

For three decades, Garmin has been a global leader in the GPS navigation space. The firm pioneered GPS devices for cars and generated $2.5bn in sales in 2007 before the arrival of iPhone and google Maps caused its sales to plunge by about $1bn in three years.

The company pivoted into a broad range of consumer technology products in the automotive, aviation, marine, outdoor recreation and sport markets.

This includes activity trackers, sports watches, outdoor handhelds, marine and aviation equipment, cycling computers and action cameras.

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