STAMFORD, CONN. – Paul McCartney is starring in
the next phase of JBL’s “Hear the Truth” brand campaign,
which is part of several promotional efforts that kicked
off during last night’s 54th Annual Grammy Awards.
A TV ad during the Grammy Awards featured McCartney
on the awards show last night, with a print and online
campaign to follow. Additionally, Harman International
Industries, JBL’s parent, will be a sponsor of McCartney’s
upcoming summer tour.
Harman did not divulge the size of the promotional
budget or media plans, but a spokesman told TWICE,
“At the moment, we are focusing on broadcast but are
looking into plans to expand into other mediums in the
The new “Hear the Truth” ad will feature McCartney
and his new single, “My Valentine,” from the album “Kisses
on the Bottom,” which was released Feb. 7.
This is Harman’s fifth consecutive year as a Grammy
As part of the overall promotional effort in North America,
there is a rollout of the Harman Kardon “Beautiful
Sound” campaign featuring Jennifer Lopez, and the first
ad appeared on last night’s award show.
A special print advertisement depicting a composite
image of a Grammy Award made from more than 15
Harman audio products was published in the official
Grammy program and distributed during the show and,
for the first time. It will be available at retail outlets including
Walmart stores and Barnes & Noble.
In other company news, Harman International Industries
reported higher net sales and net earnings in its
fiscal second quarter, ended Dec. 31, 2011.
Net sales for the quarter were $1.13 billion, an increase
of 18 percent compared with the same period
Net income was $68 million, up 7 percent from the
prior year’s $56 million. Operating income was $95 million,
compared with $68 million in the same period last
year. Excluding restructuring charges, operating profit in
the second quarter grew by 32 percent to $96 million,
compared with $73 million in the same period last year.
Harman said that during the quarter all three of its divisions
reported higher sales and operating margins. The
operating margin improvement was primarily driven by
leveraging higher sales volume on a lower and more efficient