AUSTIN—The Bluetooth Special Interest Group, which is responsible for driving development of Bluetooth wireless technology, has selected Porter Novelli to accelerate its product rollouts in Europe, Asia-Pacific and the United States.
The selection marks Bluetooth’s first large-scale investment in external marketing and public relations support, and Porter Novelli was appointed after three separate regional pitches.
The firm is charged with priming the marketplace and consumers for new Bluetooth devices expected to launch over the next two years. The program will focus initially on the United States, UK, France, Germany, Japan and Singapore, and the account will be led by technology practice leaders Tim Walmsley globally, Danny Devriendt in Europe, Debbie Dingle in Asia-Pacific and Starr Million in the United States.
“Our goal is to grow the Bluetooth wireless industry to $25 billion by 2005 through building manufacturer, operator and consumer interest and engagement,” stated Anders Edlund, marketing director for the Bluetooth SIG. “Porter Novelli is a creative, fast-acting agency that will send the message to multiple markets and audiences that Bluetooth is the simplest and quickest way for people to stay connected on the move, at home and in the workplace.”