JVC hands product launch to Pulse

headphonesJVC has appointed independent agency Pulse to launch its new range of headphones, Ésnsy, designed as a challenger brand to Beats by Dr Dre, the footballer’s favourite accessory.
The agency won the brief after a competitive pitch for the Ésnsy range, and will handle both trade and consumer marketing. The trade launch is already underway, with an integrated consumer campaign due to go live later this summer.
First revealed in April, the Ésnsy range includes traditional ‘can’-style headphones with deep bass sound and smart operation – including a built-in microphone – for smartphones.
The company offers a raft of different multimedia products, including cameras, camcorders, projectors and home and in-car audio.
JVC communications manager Mushtak Kazi said: “Pulse demonstrated a real understanding of our brand and the challenging market we’re entering with this new range. They delivered a great creative idea that quite simply summed up Ésnsy beautifully.”
Pulse managing director Mike Spicer added: “Branching into consumer electronics is an exciting area for Pulse, taking us into a space that, as an agency, we haven’t been before. However, the mix of experience in our people and our increasingly multi-channel approach to communications is gathering traction with clients.”
Since joining the agency in November 2010, Spicer has overhauled the business, bringing in former Rapp creative directors Magnus Thorne and Paul Turner as joint ECDs, as well as one of Marc Michaels’ senior team at the now-defunct COI, Daniel Pallett. and former Havas EHS group new business manager Steve Garside.

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