Bang & Olufsen is poised to appoint PHD to handle its &£15m global media planning and buying business. It is understood that it beat Universal McCann in a final two-way shoot-out for the business.
The Danish manufacturer of upmarket audiovisual products is understood to be in final negotiations with the group, and is not in discussion with other agencies. It is thought that Initiative and MediaCom were also involved at an earlier stage.
The account, which is focused on the US, the UK and some other major European markets, was previously handled by Carat. The agency declined to repitch for the business. No one at either Bang & Olufsen or PHD would confirm the appointment as Marketing Week went to press.
Bang & Olufsen began talking to agencies two months ago (MW April 13). It is understood to be planning an aggressive marketing strategy this year in an effort to build the brand’s presence in the UK, where it has a media spend of &£2m. The bulk of this budget is spent on supporting the Beovision television range and Beocenter hi-fi collection.
The company is expected to improve distribution channels, new product development and increase marketing investment. It has previously concentrated on below-the-line campaigns, relying on database marketing, using council tax records to target affluent homeowners.