Bose Appoints FleishmanHillard as First Global PR Agency Partner

Selection Comes Shortly After Company Tapped Grey for Global Creative

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(From l.) Arthur Richer, Fleishman VP-strategy, business development, digital & content; Fleishman director Lauren Winter; Marc Fireman, Fleishman senior VP-marketing; Bill Power, managing director of Fleishman's global marketing practice and Enno Hennrichs, account supervisor, technology
(From l.) Arthur Richer, Fleishman VP-strategy, business development, digital & content; Fleishman director Lauren Winter; Marc Fireman, Fleishman senior VP-marketing; Bill Power, managing director of Fleishman's global marketing practice and Enno Hennrichs, account supervisor, technology Credit: Facebook page of Fleishman's Bill Power

Headphone and speaker maker Bose has selected FleishmanHillard as its first global PR agency of record following a competitive review, according to people familiar with the matter.

Prior to hiring the Omnicom Group PR shop, Bose worked with Edelman in Europe and other agencies on a project basis, these people said. It was not immediately clear if Bose is still working with Edelman.

Representatives from Bose and Edelman did not respond to inquiries for comment, and FleishmanHillard representatives declined to comment.

Fleishman will lead the account out of Boston, but its global network, including offices such as Paris, London, New York, Frankfurt and Singapore, will work on the Bose business.

The appointment follows on the heels of Bose bringing on Grey as its first global creative agency partner in December.

In 2014, Bose inked a deal with the NFL to be the league's headphone and headset sponsor, replacing Motorola. The privately-held company faced complications with its exclusive sponsorship when players were wearing Beats By Dre headphones rather than Bose despite facing fines. Bose sent headphones to all players, but some still wore Beats with black tape over the logo.

Despite the obstacles, as well as some technical issues during this season, the NFL's communications VP Brian McCarthy told SportTechie last month that the league is "extremely satisfied" with its Bose partnership. He added that any malfunctions during the season were caused technology run by the NFL, not Bose.

At the end of 2015, FleishmanHillard President-CEO Dave Senay stepped down after more than nine years of leading the agency. He was succeeded by John Saunders, president of Fleishman Europe, Middle East, and Africa.

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