Audio Specialist Partners with Brand Agency in the fields of Global Marketing Strategy, Creative, Media Planning and Buying, and Retail Marketing Initiatives
Audio specialist Sennheiser has selected MullenLowe Group as its global marketing communications agency of record for its consumer business. Together they will partner to energize Sennheiser’s brand momentum in core European markets, and to elevate brand visibility and consumer demand in North American markets. Sennheiser and MullenLowe Group will collaborate on global marketing strategy and creative development. Media planning and buying will be handled by MullenLowe Mediahub while retail and CX activation will be taken on by MullenLowe Open.
“With its challenger mindset and its approach to help brands earn an unfair share of attention in the marketplace, MullenLowe Group is the i82deal partner for Sennheiser as we set out to energize and elevate our profile with consumers around the world,” said Virginie de Beco, Sennheiser’s director of consumer marketing.
“Sennheiser is a company with a rich heritage, strong innovative power, and an enviable reputation in the audio world. Our products are respected and admired by people who love sound. Now we would like to take this passion for our brand further, especially in the North American markets. MullenLowe Group demonstrated creative thinking, media innovation, and customer experience activation ideas that we believe will spark even more interest for Sennheiser as the brand of choice for discerning listeners worldwide.”
Virginie de Beco joined Sennheiser as director of consumer marketing in November. Following senior marketing roles at Motorola, Lenovo, and Del Monte, she brings to the audio specialist a wealth of experience both in marketing strategy and in execution in mature and emerging markets, as well as in brand building and activation. Together with MullenLowe Group and the global marketing team at Sennheiser, her key objectives include refining Sennheiser’s approach to consumer marketing and bringing greater synergy to the company’s broad array of communications initiatives. In seeking a new single-source global solution, Sennheiser thus aimed to find an agency capable of aligning these goals with the ability to field integrated teams.
MullenLowe Group has identified a global strategic positioning and creative expression for Sennheiser. Tasked with realizing this vision is a diverse, international team with hubs in London and Boston and extended talent based in Germany and Australia. MullenLowe Mediahub is working on innovative, customized media strategies tailored to variances in Sennheiser’s brand awareness levels throughout Europe and North America. Concurrently, MullenLowe Open is developing plans to elevate Sennheiser’s retail presence, both within its own channels and with key retail partners worldwide.
“With the rise of voice-powered technology and new audio formats like podcasts and streaming music as popular mediums, sound is becoming ever more relevant. That’s why it’s incredibly exciting to be partnering with a premium brand like Sennheiser that creates great sound experiences for its customers,” said Kelly Fredrickson, president at MullenLowe Boston. “We’re honored that Sennheiser recognized the power of our ‘hyperbundled’ creative, media and activation offering. We’re looking forward to working closely with their team to amplify their tremendous audio story on a global stage.”
MullenLowe Group will commence working with Sennheiser from January 2019 and is currently developing global consumer campaigns set to debut early in 2019.
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