Bang & Olufsen in talks to agencies over 6m media

Bang & Olufsen, the upmarket TV and stereo brand, is reviewing its 6m global media planning and buying business, handled by Carat.

Bang & Olufsen, the upmarket TV and stereo brand, is reviewing its 6m global media planning and buying business, handled by Carat.

It is understood that although the pitch is in its early stages the company has started talks with agencies. It is not clear if Carat is planning to repitch.

The Danish brand was thought to be looking for a new creative agency for its 1.4m business last year. It currently works with Kunde & Co but it was believed to be keen to appoint an agency for a UK-specific campaign.

Bang & Olufsen is understood to be planning an aggressive marketing strategy this year in an effort to build the brand’s presence in the UK. This is likely to include improvement of distribution channels, new product development and increased marketing investment. The brand makes a range of products including stereos, TVs, telephones and digital media players. It has previously concentrated on below-the-line campaigns. It has relied on database marketing, using data from Council Tax records to target affluent homeowners.

It is not clear how long Carat has handled the brand but it is thought to be a relationship that has lasted for at least ten years.

Bang & Olufsen declined to comment and Carat was unavailable as Marketing Week went to press.

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