Bang & Olufsen reviews £50m global media

LONDON - Bang & Olufsen, the Danish company that creates high-end audio-visual products, is holding a review of its estimated £50m global media planning and buying account.

The manufacturer, famed for its high standards of design, is running the review from its Denmark headquarters in a bid to streamline its agency arrangements. It has already started approaching networks about pitching for the business.

Bang & Olufsen's £2m UK media spend is handled by Carat. The bulk of it has supported its Beovision television range and its Beocenter hi-fi collection. Creative is handled locally out of Denmark and is not thought to be affected by the media review.

Founded in 1925, Bang & Olufsen has evolved a system of selling through its own branded stores rather than through retailers. It has also entered the mobile phone market through a joint venture with Samsung.

Bang & Olufsen has been a pioneer in the field of advertiser-funded programming, placing its BeoCom 2 cordless phones in Donald Trump's The Apprentice, and negotiating similar deals for products to appear in Hollywood films including Thunderbirds and Charlie's Angels.

Graeme Taylor, Bang & Olufsen's director of marketing, was not available for
comment.

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