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Monster appoints DeVries Slam to handle consumer lifestyle marketing

Consumer electronics brand Monster has awarded its consumer lifestyle marketing account for the UK and France to DeVries Slam.

Monster was founder by Noel Lee in 1979

DeVries SLAM, known previously as Beats by Dr Dre’s primary agency of record for the past four years, aim to embed Monster within popular culture through an integrated programme after being tasked with bringing the vision of founder Noel Lee to life.

The brief includes profiling the launch of new products and audio entertainment accessories across all channels via influential media stories, rich social media content and a strategic influencer programme of diverse style leaders, engaging the ‘new generation’ across film, sport, music and fashion.

Monster has also charged DeVries Slam, alongside its long-term consumer technology agency Andy Giles Associates, with working on driving other products from its portfolio, including the Powercard and HDMI cables.

Katherine Noe, director of marketing and events EMEA at Monster, commented: “We are delighted to be working with DeVries SLAM to take the brand forward. With DeVries SLAM’s support we will tell the world the vision of true audiophile Noel Lee, the founder of Monster, through the launch of unrivalled innovative products and world class partnerships.”

Helena Bloomer, managing director at the agency, added: “Monster is one of the audio entertainment industry’s leading brands and we are extremely excited to have the opportunity to work with Monster and to strengthen its position as a true sound pioneer. Monster has a highly ambitious plan for 2014 and we are proud to have been chosen to help them realise their goals.”

Monster partners include Adidas Originals, Diesel and EA Sports, with more collaborations and product launches scheduled for 2014.

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