Beats by Dre Launches Agency Search As It Seeks to Expand

By Erik Oster 

Apple-owned fashion headphones brand Beats by Dre is reaching out to agencies as it eyes expansion, AdAge reports.

According to the publication’s sources, the company, which Apple bought for $3 billion in 2014,  has already contacted several U.S. agencies as it explores options for international expansion. The agency search, which is being overseen by Beats vice president, marketing Jason White, could result in a large assignment for a single agency, a group of agencies working with Beats on a project basis, or even agencies pitching ideas which are then developed by an internal team at Beats.

Interpublic agency R/GA has worked with Beats since before the 2014 Apple acquisition and is expected to continue its relationship with the company. The agency is not involved in the current search, however. Some of the agency’s most high-profile work for the brand includes a spot celebrating Lebron James’ Cleveland homecoming, a lengthy World Cup spot and a Christmas ad created by its Hustle unit starring Tracey Morgan this past December.


According to Kantar Media, Beats by Dre spent around $82 million domestically on measured media in 2014.