Bang & Olufsen in Porter Novelli hire

Prestige audio-visual brand Bang & Olufsen has turned to Porter Novelli as it tries to tempt more people to splash out on its high-end kit.

PN director Lucy Melling said the strategy would be lifestyle rather than product-led, with a focus on glossy magazines and newspaper supplements. PN has been retained in both the UK and Benelux.

It won the business without a pitch and replaces Text 100, which was hired in 2004 (PRWeek, 16 April 2004).

Melling worked with B&O director of marketing Graeme Taylor when she was at Aurelia PR (now APR) – the agency that held the account prior to Text 100 for six years.

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