LOS ANGELES, June 27—Consumer electronics giant Pioneer has selected GCI Group as its public relations agency of record. GCI beat out national agencies Edelman Public Relations Worldwide and Magnet Communications and technology specialist Wilson McHenry for the business, which is believed to be worth around $1 million. Pioneer has been using Wilson McHenry on a project basis, but the consolidated corporate branding assignment is a new one.
GCI will represent both Pioneer North America and Pioneer Electronics USA. The firm will help execute a new corporate branding initiative for Pioneer North America, and will provide product public relations and market support for Pioneer Electronics USA’s home and mobile divisions.
“To support our continued growth in the U.S., we are embarking on an aggressive new public relations and marketing campaign,” says Amy Friend, director of public relations for Pioneer Electronics USA. “We selected GCI as our partner in this initiative based on its ability to deliver an account team that understands the changing dynamics of the consumer electronics category and the convergence of video and audio in both the home and mobile entertainment environments.”
The Pioneer account team will be based in Los Angeles, and will be one of the largest clients in GCI’s new digital lifestyles practice, formed in partnership with former Sony Pictures public relations chief Jerry Giaquinta. The firm will also draw on the resources of New York consumer technology practice.