Linn hands brand awareness brief to Harvard
Harvard has been brought in to handle the consumer PR brief for music systems company Linn, with a brief to increase brand awareness across the UK.
The agency, which won the account without a pitch, has been briefed to introduce Linn’s music systems to a wider audience, with a particular focus on its new Series 5 systems.
Activity will include storytelling around the company’s British heritage, with the team targeting high-end publications as well as providing support for select events.
The account will be led by Harvard’s head of consumer, Alix Vonk.
Founded by Ivor Tiefenbrun in 1972, Linn manufactures every music system to order by hand at its facilities outside Glasgow. Complete systems retail from £2,500 with digital stream players starting from just over £1,000.
Angus Lawrie, marketing director at Linn, said: “The challenge we have is to make a wider audience put Linn on their mental shortlist, alongside booking a holiday or buying a new car, when they’re considering how to spend their income. Harvard really understood the audience we are trying to reach and demonstrated some great creative ideas for achieving this.”
Louie St Claire, Harvard MD, added: “Linn is one of the UK’s best kept secrets – a family-owned manufacturing business that is truly a world leader in its field. We’ll be helping Linn tell its story to a new set of consumers and explaining why investing in a Linn system will add joy to their lives.”