CEDIA has appointed digital marketing and communications agency, Purestone to drive brand awareness across EMEA in 2016 and beyond, predominantly targeting the specifier and consumer markets.

This signals an important investment for CEDIA EMEA in order to help achieve ambitious goals for greater alignment between specifiers, manufacturers, installers and consumers and to become the voice of the industry in 2016, with the goal of leading to an increased membership.

CEDIA EMEA membership is growing steadily. 128 companies have joined the trade body in 2015 so far, bringing the total membership to 714 – a new record for the region.

The EMEA office now represents members across 40 countries.

The EMEA-wide campaign will accelerate this growth and hopes to reach new target audiences through extensive brand and audience research, strategy development and targeted digital marketing and communications activity.

Purestone brings a wealth of experience in delivering integrated campaigns and digital marketing projects for a range of different membership organisations, as well as high profile consumer brands such as Adidas, Knoll and ASOS.

The agency will also collaborate with LEWIS, its parent company, and Wildwood PR, CEDIA EMEA’s retained PR agency, on the campaign.

LEWIS, a global communications agency with 28 offices worldwide, works with a number of leading brands operating in the home technology space, including Lutron, Phillips and Schneider Electric.

“Consumer awareness of the benefits of a connected home and demand for home technology is growing,” says Wendy Griffiths, executive director, CEDIA EMEA.

“CEDIA EMEA is investing heavily into evolving our brand proposition and offering to better serve our members. We want to ensure we are driving consumer education and awareness of the home technology industry and how our members can significantly improve home lives. Purestone has a great track record of working with membership organisations and consumer brands on large scale campaigns and delivered an ambitious plan to demonstrate how we achieve our goals for 2016 and beyond. LEWIS’ international experience and reach will also be a great asset to us in driving the success of this campaign.

“We’re really excited to be working with CEDIA EMEA on this campaign,” says James Smee, managing partner, Purestone. “CEDIA is a forward-thinking organisation with very ambitious plans. The home technology industry is growing significantly and we want to ensure that this campaign positions CEDIA as the true voice of the industry.”

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