CALABASAS, CA: DTS, a global provider of branded entertainment audio technologies, appointed Formula PR as its AOR following an RFP that was issued at the beginning of the year.
Formula PR will support DTS' two-pronged PR approach, including building its consumer brand, said Alan Cohen, VP of marketing at DTS. The technology is a mandatory audio format in the Blu-ray Disc standard, and is found in a range of consumer electronics, such as homes theaters, car audio systems, PCs, game consoles, and smartphones.
"B-to-b is traditionally what we've been involved in, and then b-to-c is something that we are really ramping up significantly," he said. "[Formula PR was] a firm that we believed could handle both aspects of our PR."
One significant communication task, Cohen explained, will be getting the word out to consumers that "sound really does matter in the entertainment experience," versus the common misconception that audio is a given in electronic devices, with consumers accepting "whatever level of audio that comes out of those devices."
Michael Olguin, president of Formula PR, said the agency is on board to raise awareness and exposure about the importance of sound.
"Our charge is to really drive the perception that sound matters," Olguin added. "There's so much consumer technology out there nowadays, and sound is a part of it. What we're trying to do is increase the proposition that you should care about what you're listening to."
DTS' Cohen would not comment on the RFP process, nor disclose the budget.