HARMAN to spend US$10m on marketing in APAC this year

HARMAN International (HARMAN) is boosting its marketing outreach for its lifestyle audio offerings in Singapore and the Asia Pacific region, with an estimated marketing spend of over US$10 million this year, an increase of 20% more than last year.

“Due to the annual double digit percentage sales growth of HARMAN Lifestyle Audio products (JBL, Harman Kardon and AKG), we plan to increase advertising and promotional spend in Southeast Asia (such as Singapore, Malaysia, Bangkok, Philippines and Thailand), Australia and New Zealand, Taiwan and South Korea by more than 20% versus previous fiscal year, exceeding US$10 million for the first time,” the company exclusively told A+M.

The US-based company was acquired by Samsung Electronics in an US$8 billion deal in March 2017. It will amplify its marketing efforts through major campaigns and product launches throughout the year, as well as shine the spotlight on its key lifestyle audio brands including JBL, AKG and Harman Kardon.

HARMAN will also be kicking off its first-ever series of brand partnerships and event activations with JBL at The Color Run on 23 September in Singapore. The next campaign will be the 5KM JBL Fun Run in Kuala Lampur on 30 September. Other past campaigns in the region include Bangkok’s Unique JBL new headphone launch in November last year, Harman Australia’s end user promotion trip to Vegas in conjunction with JBL Festival and University Athletic Association of the Philippines (UAAP) 79th season basketball finals sponsorship.

“We’re truly excited to be an integral part of the growth of the lifestyle audio industry in Singapore and the Asia-Pacific region. As a company that is admired by audiophiles and musicians the world over, we aim to elevate HARMAN International to the next level through extensive marketing efforts that showcase the diversity and distinctiveness of our powerhouse range of audio brands,” Grace Koh, vice president and general manager of lifestyle audio for Asia Pacific at HARMAN International, said.

“The JBL brand is all about exhilarating experiences that spark fun and spontaneous moments. We saw an opportunity with The Color Run as it is a one-of-a-kind event that perfectly encapsulates the intensity of pure joy from these very moments,” Chang Seng Hock, brand activation director of lifestyle audio for Asia Pacific at HARMAN International, said.

“The run has also built a massive following amongst our target group and we are beyond thrilled to be a part of it. Through this, we hope to be able to reinforce JBL’s energetic brand positioning and its affinity with authentic experiences,” he added.


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