Olson Picks Up Sharp Account in U.S.

Electronics Marketer Expected to Boost Marketing in 2014

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Olson has been named electronics company Sharp's lead agency in the U.S. following a review.

Sharp is likely to boost marketing.
Sharp is likely to boost marketing.

Olson will handle advertising, digital and design for the marketer, "with a goal of boosting the profile and sales of its innovative and critically acclaimed home entertainment products," according to a press release. Dentsu's McGarryBowen previously handled lead creative work in the U.S. for Sharp; the agency declined to comment. there was no consultant overseeing the review.

Olson will be the lead agency, but Sharp will continue to work with Rokkan for social media, Kwittken & Co. for PR, Eventage for events and Starfish for integrated marketing.

"We were deeply impressed by Olson's strategic thinking and creativity" as well as the agency's digital focus...speed and passion for the category," said Mark Viken, Sharp's VP- brand marketing, in a statement. The company did not detail its marketing plans moving forward, but it's believed that the company is expected to ramp up its marketing spending and put a stronger emphasis on digital.

Sharp is a 100-year old Japanese company, taking its name from the Ever-Sharp mechanical pencil, one of its early products. The company in recent years has struggled with sales, particularly 2009 through 2011. In May it announced a three-year recovery plan that involved cutting jobs and a revised focus on smartphone displays and TVs. Sharp said it would also look to increase smartphone-display sales through Samsung as business with one of its bigger clients, Apple, slows.

Sharp has not been a big measured-media spender in recent years. In 2012, it slashed its U.S. measured media spent to $9.3 million, down from $19.4 million in 2011.

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