Stamford, Conn. — Harman International announced details of a new corporate advertising program to promote the company’s 15 brands and variety of technologies in the automotive, consumer and professional markets.
The first phase features ads in print and online running from late September through the end of the calendar year. Four-color, full-page ads will appear in Time, Fortune, The Economist and Rolling Stone in the United States, with online banners on such Web site as Google, Yahoo!, MSN Money, My Space, MTV and other online content providers. International print media will include multi-market editions of Fortune, The Economist and regional publications targeting the emerging markets of Asia, Latin America and the Middle East.
“This campaign is an important element of our strategy to raise the company’s profile in the audio and entertainment sectors while strengthening the association among our market-leading brands,” said chairman/CEO Dinesh Paliwal. The ads are among the changes that Paliwal is introducing as part of a five-year restructuring plan that includes integrating Harman International’s stable of brands to leverage the company’s combined purchasing clout, stepping up brand marketing in consumer products, and bringing “tremendous discipline” to consumer product development and marketing, Paliwal previously told TWICE.
The new ads will highlight Harman’s impact on consumers as they use the company’s audio, navigation and infotainment systems. The company also said it is evaluating sponsorship activities to leverage its relationships in the music and entertainment industries. Harman professional audio systems, the company noted, were used in more than a dozen venues at last month’s Olympic Games in China.
“Our products entertain and inform a rich cross-section of customers around the home, on the road and on the stage, and our systems integration expertise will increasingly make this a seamless experience,” Paliwal said.
The campaign was developed for Harman corporate communications by Mars Advertising of Southfield, Mich.