Beats by Dr Dre makes UK focus of European marketing

Beats by Dr Dre: Times Square activity
Beats by Dr Dre: Times Square activity

Beats Electronics is making the UK the centre of its European marketing operations as it "exponentially" increases its staff.

Luke Wood, president and chief operating officer, Beats Electronics, said: "In my business the sound of British recording studios was really like the voice of God – we would go to Abbey Road to get 'that' string sound. Culturally it was a place that was so important to us and really the first place on the planet that got excited about what Beats Electronics was doing.

"We have a plan to continue to resource our marketing team in the UK. We are a start-up – a year ago we had about 45 people and now we have close to 270 people so exponentially I think we will staff up. This is going to be our marketing hub for Europe."

The brand is preparing a major Christmas television campaign created by R/GA to push its Beats Solo headphones, alongside additional seasonal marketing for its Beats Mixr headphones, Pill Bluetooth speak and Beats By Dr Dre Executive headphones.

Today it is running a competition in Covent Garden that will give people the chance to star in the Christmas TV advert. The company is encouraging people to get their photo taken in a Beats by Dre Show Your Colours photo booth and share the image on social media with the #showyourcolour hashtag.

The worldwide competition will see 10 winners picked out by Dre and Jimmy Iovine, who will be flown to the States to star in the ad.

Wood told Marketing a celebrity will also star in the ad because "we want to make it really fun for the winners".

Alongside its experience in headphones and speakers, Beats Electronics is also focusing on the way consumers discover music through its purchase of Spotify competitor Mog, which is available in Australia and North America.

Wood said further rollout plans for Mog are being kept under wraps as it discusses internally what the vision for the service is.

He explained: "There is a pile of corpses on the [music services] field and we don’t intend to be one of them so when we come out we want to come out with something perfect."

Beats by Dr Dre is riding on the back of high awareness after its exposure at London 2012, when many athletes wore its products, despite it not being a sponsor unlike rival headphone maker Panasonic.

Wood is keen to distance Beats Electronics from suggestions it carried out a deliberate policy of ambush marketing and instead said "there is not a day in our life where we don't give an athlete headphones".

He concluded: "We have always reached out to athletes with our products – we didn’t endorse those athletes, we didn’t pay those athletes, we didn’t promote or market around them."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Mark Zuckerberg lookalike turns to therapy in WeChat ad
Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps