“We believe that once you experience a whole home sound system, it’s pretty obvious how awesome it is to have music throughout your home. We want to find ways to bring that experience to life in retail stores and online,” Sonos director, global retail marketing Omar Gurnah said in a statement. “It’s a big ask, but we’ve been hugely impressed with SET’s ability to help us with the challenge, both strategically and creatively; we couldn’t be more excited to work together.”
SET will service the account out of its New York office, with its first work expected in early 2018.
“SET is charged with delivering an exceptional retail experience for Sonos that extends their product campaigns through both physical and digital channels,” SET head of client services Emilie Vasu explained in a statement.
“We are excited to work with such a progressive experience led and like-minded brand as Sonos,” added SET CEO Alasdair Lloyd-Jones, who was promoted to the chief executive role last month after previously serving as chief strategy officer and president. “The challenges and opportunities of modern retail engagement are exciting ones and we’re confident we can help Sonos expand their brand in this environment while ensuring we deliver a consistent, impactful and relevant brand experience across the many varied channels and markets.”
Sonos spent just over $10 million on measured media in the U.S. last year and nearly $9.5 million in the first six months of 2017, according to Kantar Media.
Last November, Sonos stopped the installation of subway ads after learning that “Subway Therapy” sticky notes were being taken down to make space for them. In February, the brand ran a 90-second “Wake Up The Silent Home” spot created by Anomaly New York. Last month Anomaly introduced another spot for the brand, presenting its smart speaker as both “The Smart Speaker for Music Lovers” and a helpful tool in new parents’ sleep routine.