Bose Brings On Grey as First Global Creative Agency of Record

Review Comes One Year After Marketer Consolidated Global Media Business

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Headphone and speaker maker Bose has appointed Grey as its first global creative agency following a competitive review, according to people familiar with the matter.

Bose A20 Aviation Headset
Bose A20 Aviation Headset Credit: Bose

Aside from some outside agency help on projects, the company mainly handled creative in-house before hiring Grey, these people said. The review was led out of London. Last spring, Bose used London-based search consultant Ebiquity to support its global media agency review. It was not immediately clear who handled the creative review, which involved at least four agencies.

Representatives from Grey – Ad Age's Agency of the Year in 2014 – and Bose were not immediately available for comment.

It is understood that Bose is also in the process of appointing a global PR agency partner.

In October 2014, Bose consolidated its media agency business, selecting an Interpublic team consisting of Mediahub -- the media arm of Mullen -- and larger media agency sibling Initiative to support media and direct response in North America. International incumbent MediaCom retained its work in Europe and added Asia, North Africa and the Middle East.

Last fall, the privately-held company faced complications with its exclusive National Football League 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.

The account win follows on the heels of Grey losing Tor Myhren, chief creative officer and New York president, to Apple. He will join Apple as its VP-marketing communications in the first quarter of 2016.