Pioneer Bows Ad Campaign, Credo

LONG BEACH, CALIF.— Pioneer Corporation has launched a marketing campaign featuring a new corporate credo, "sound.vision.soul."

This new brand slogan will be used in all marketing and communications activities in an effort to reinvigorate Pioneer's brand name on a global basis. Pioneer North America will support the new slogan with a significantly increased advertising campaign beginning this fall.

The new slogan, "sound.vision.soul," was developed as part of a worldwide competition among Pioneer's global advertising and marketing partners. The winning entry, created by BBDO West, part of the BBDO Worldwide unit of the Omnicom Group, was selected because of its direct correlation with Pioneer's deep roots in audio and video entertainment, the company said.

During the current fiscal year, Pioneer said it will aggressively develop its new businesses in global markets by focusing on its DVD recorder and high-definition plasma display. These strategic products will be the emphasis of increased advertising and corporate investment globally.

Pioneer will increase its global advertising spending to $120 million, nearly 50 percent more than last fiscal year. A specific North American campaign is in development by BBDO West and will be revealed later this year.