Published on .

July 16, 2001

By Tobi Elkin

NEW YORK ( -- Pioneer Corp. hopes its new global tagline debuting today will convey the passion people ascribe to their entertainment experiences with projection

and plasma TVs, DVD decks and car stereo products.

The tagline --"sound. vision. soul" -- accomplishes two things: It combines the businesses the Japanese consumer electronics company is in, audio and video, and the emotions people have when they use Pioneer products, said Bob Niimi, vice president of business development for Pioneer Electronics North America.

"Pioneer focuses on making products that people feel passionate about; they're not a lightbulb company or a refrigerator company," said Tom Hollerbach, president-CEO of Omnicom Group's BBDO West, San Francisco, the agency of record for Pioneer North America.

Soul of the company?
The tagline had to be forward-thinking and convey the soul of the company, Mr. Hollerbach explained. "The notion of sound and vision was not meant to just be rational. ... Sound in a spiritual way, the way people feel when they listen to music, the passion that comes with sound, rather than just noise."

BBDO West was awarded the account after a global competition among the company's marketing, ad and public relations agencies. BBDO won the competition in North America, then competed on a global basis against Pioneer agencies in the Japanese, Asian and European markets. The new tag comes three years after the Japanese consumer electronics company unveiled a new logo in late 1998 and retired its old corporate tag, "The art of entertainment."

$20 million branding assignment
The agency recently landed a $20 million branding assignment for Pioneer North America in addition to the $6.7 million product advertising it already has. The North American piece is part of a $120 million unified "image elevation campaign," Mr. Niimi said, that is originating with Pioneer corporate in Japan. Asatsu, Tokyo, is the agency of record for the corporate effort that represents Pioneer's first global campaign. "In the past, each region ran its own campaign," Mr. Niimi said.

In North America, BBDO will debut a TV spot in mid-October in 30- and 60-second versions, the first for Pioneer in several years. Print work will break in October monthly magazines; there will also be a online component. The campaign will focus on the interconnectivity of Pioneer's products including plasma screen TVs, DVD-Rewritable decks, DVD-Recordable decks and mobile DVD players.

Staff writer Alice Z. Cuneo contributed to this report.

Copyright July 2001, Crain Communications Inc.

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