Cello hires Fuse8 for marketing task
Britain's fastest growing LCD TV manufacturer has appointed Leeds-based digital marketing agency Fuse8 to handle its consumer and trade marketing account.
North Yorkshire-based Cello Electronics leapt 47 places in this year's Sunday Times Microsoft Tech Track 100, which lists the UK's fastest growing technology companies, to reach the number 42 spot, with sales increasing from £7.6m to £33.8m over the last three years.
Fuse8 has already designed and developed a website for Cello www.celloelectronics.com which acts a consumer and media resource whilst also providing the company's customers – which include Marks & Spencer, John Lewis and Sainsbury's – with a secure online product database.
Public relations activity to raise awareness of Cello and its brands has also been undertaken which includes social and digital media to promote the company's latest product – the UK's first personal video recorder (PVR) TV that records onto SD cards instead of a built in hard drive.
Brain Palmer, Cello's owner, said: "fuse8 has a demonstrable understanding of the technology sector and is one of the few agencies able to provide a fully integrated service that successfully combines online and traditional marketing disciplines.
"We are an innovative company so it is important that our partners share this trait. fuse8 fitted the brief perfectly and we are looking forward to working with the agency to raise awareness of the Cello brand and secure further commercial opportunities."
Mark Walton, fuse8's chief executive, added: "Cello is an extraordinarily successful company with a relatively low profile. We are implementing a controlled strategic plan that will establish Cello as a consumer brand, position Contrast Technology as a best in class after sales service and support the company's customers by promoting the own label LCD TVs it produces for them.
"Due to the nature of the product, we will continue to influence technology thought leaders and retail buyers which provides us with the platform to utilise innovative tactics across digital, social and traditional media platforms."
As well as selling its own brand products via retailers including Comet, Netto and J D Williams, Cello also owns an additional brand, Neon, which is sold exclusively through Morrisons. In addition, the company also manufactures own brand products for the likes of Marks & Spencer, Littlewoods, Grattan and Next.