Known as a digital radio pioneer, Pure announced its move into the wider audio arena at IFA 2018 with its first smart speaker, DiscovR. This prompted the hunt for a lead agency to help grow its business through the power of awareness, and help manage the transition from pure-play digital radio into a lifestyle audio brand.
As the lead agency, DeVries will deliver best-in-class strategic and creative campaigns, packaged up in ‘plug and play’ toolkits for the local markets. The remit also covers ongoing press office, product reviews, media experiences and influencer engagement for upcoming product launches. The account will be led by Alexandra Smart, Associate Director.
George Tennet, Global Sales Director at Pure, said: “In DeVries Global, we feel we have found a long-term partner that understands how to connect our brand and products with new audiences through culture. This was especially important for us as we look to engage a younger audience with speaker innovations in 2019 and beyond. We look forward to working with DeVries on establishing and growing ourselves as a true lifestyle player in audio.”
DeVries Global’s European Managing Director, Helena Bloomer, said: “We have decades of audio experience working with Beats, Monster and Sonos, and successfully building them into lifestyle brands through PR. We’re excited to replicate our success with Pure and its smart speakers while also balancing the brand’s radio heritage and product sub-set. The challenge is made even more exciting by leading the PR efforts globally and executing them in the UK. We can’t wait to get started!”
DeVries Global is an Interpublic Group (IPG) agency. Its London office rebranded from DeVries SLAM to DeVries Global last year.
Source: DeVries Global