It has also announced the appointment of a new advertising agency to spearhead a move by the company to capture the high end of the TV viewing market. The agency TBWA Disruption Consultancy is linked to the same agency that built the iPod brand for Apple.
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Pioneer wants to reinvent its brand as the company rolls out its latest Project Kuro plasma TVs. Pioneer says its relationship with TBWA will be instrumental to the success of the Kuro plasma range.
"In today's environment, the incomparable quality and performance of our Project Kuro display panels distinguishes Pioneer from the rest of the market but that may not be enough on its own," said Pioneer National Marketing Manager Home Entertainment Group, Mark Anning
"TBWA have a tremendous reputation stemming from successful marketing initiatives for brands like Apple Computer, Adidas and Pedigree," he said.
