Bose names new global brand agency

Sound equipment company Bose Corporation has named global creative and media agency VaynerMedia as its global brand agency of record, according to a LinkedIn post by VaynerMedia. VaynerMedia will now handle all brand and mid-funnel media spend.

The global account will be run from VaynerMedia’s offices in New York and London and Bose will lean on the agency to advise them on its internal creative team and third-party production partners. It will also assist them on deciding which creative and thematic elements to focus on, collaborating tightly to make marketing operations more efficient.

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"Chosen for our innovative approach to media planning, our TV3.0 offering sealed the deal – which allows for a nimble, data-fueled approach to holistic video buying by integrating social and programmatic audience insights, iterative creative experimentation, and biddable buying tactics to generate more ROI across the video ecosystem," said VaynerMedia. "This more targeted approach to linear planning is more likely to drive business results."

VaynerMedia noted that it has actually been working with Bose since 2021 and that over the past few months, has produced about 100 creative social assets against as many as 15 different audiences for Bose. This win is the next step its global expansion plans, it said. 

The news comes shortly after VaynerMedia appointed Chan Woei Hern as its new head of creative for the APAC region, succeeding VJ Anand, who recently took on a global and EMEA creative mandate, based at the agency’s London office. 

Chan assumes his role with immediate effect and reports to Tim Lindley, managing director of APAC, VaynerMedia.

An industry pioneer with extensive experience across consumer segments, Chan’s appointment further strengthens VaynerMedia’s credentials as an integrated consumer-centric agency. He also brings over two decades of experience in the advertising world across the creative, media, content and film segments.

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