Denon Electronics has selected BBDO New York to help the audio manufacturer expand its presence in product areas like headphones and docking stations.
While Denon has previously worked on a project basis with outside agencies, BBDO NY is the company’s first creative agency partner. The Omnicom shop won the business after a review involving other undisclosed contenders.
“We were looking for more dynamic marketing and an upgrade of all of our marketing materials,” said Don Freeman, vp, marketing, Americas, who joined the company ten months ago. “In addition to BBDO’s capabilities, they were the right cultural fit. We liked the way they approached the business.”
Denon is pursuing a more aggressive marketing stance after previously focusing on the company’s core audio-video receiver products. The company is promoting a new line of headphones that have been designed for four specific consumer segments: "Exercise Freak;" "Music Maniac;" "Globe Cruiser," for frequent travelers and commuters; and "Urban Raver," aimed at fans of new music including techno, hip hop and house.
The new headphone products are rolling out in August and September. Denon’s Freeman said about 75 percent of BBDO’s integrated campaign will be digital, supported by in-store merchandising.
One enthusiast of the new headphone line is John Osborn, the chief of BBDO N.Y., as the agency remodels its offices. “As we go through our renovation, this has been an opportunity to not only forge an advertising relationship with Denon, but to leverage a lot of their equipment in our new space. It’s become a passion, not just transactional.”