JWT to Amplify Blaupunkt

J. Walter Thompson here has been assigned the task of resurrecting the Blaupunkt electronics brand, long revered by audiophiles.
The Robert Bosch Corp., which markets the brand, awarded the creative and media assignment to JWT without a review, in part because of the success of its 12-year relationship with the agency, said Steve Brown, JWT/Detroit executive vice president and general manager. JWT has worked on Bosch’s automotive aftermarket and home appliances business.
David Maas, JWT’s Bosch account director, worked on expanding the agency’s relationship with Bosch, Brown said.
The Blaupunkt account has been inactive for several years. The last agency of record on the account was Bender, Browning, Dolby & Sanderson, Chicago.
JWT will initially focus on the introduction of a new line of car audio receivers and CD players, which feature the 75-year-old company’s exclusive “DigiCeiver” technology. Additionally, the introduction of a new automotive navigation system is planned for later this year.
“Blaupunkt is an important business for us in the U.S.,” Ben Bendixen, president of Bosch U.S. Sales Group, said in a statement. “We intend to leverage several exciting new product lines to maximize our growth opportunities over the next few years.”
JWT is putting together full marketing and advertising plans, Brown said. “We haven’t made a decision with respect to what vehicle we’ll be using or the degree of trade and/or consumer activity.”

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