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JBSC was retained for an initial six-month trial period by Dolby Laboratories, which had never previously used an outside PR agency.
Two key goals in our developmental work for Dolby's licensing were to:
1. Prepare the consumer market [in the early 90's] for the "Home Theater" concept.
2. Develop the market for potential hardware/software licensees for Dolby's Pro-Logic and AC-3 [Dolby Digital] technologies.
To achieve these ambitious goals, the Agency organized & administered the Home Theater Industry Association [HTIA] — as a vehicle to educate & develop the market for Dolby's licensing potential.
During its 18-month lifetime, the HTIA grew to a membership of 83 hardware & software companies [that is, 83 potential later initial Dolby licensees]. Our Public Relations efforts were considered to be a major reason for the fledgling organization's growth — and the market's awareness of Home Theater. [HTIA was then absorbed by the EIA, now CEA.]
We delivered an average of 1,500 press clips to Dolby every year.
NOTE: When Dolby was later challenged by the aggressive THX, our campaign of "Dolby is THE standard; THX is an interpretation" recaptured Dolby's position in the licensing marketplace.
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