JBSC was retained for an initial six-month trial period by Dolby Laboratories, which had never previously used an outside PR agency.
Dolby Labs’ Marketing Problem was unique: Having developed the Pro-Logic and coming AC-3/Dolby Digital technologies, at the same time there was no Multi-Channel Music Market for them to license their new technologies to. Puzzle: How to get hardware and software [music] companies to become licensees?
Two key goals in our developmental work for Dolby's licensing were to:
- Develop the market for potential hardware/software licensees for Dolby's Pro-Logic and AC-3 [Dolby Digital] technologies.
- Prepare and educate the Consumer and Trade markets [in the early 90's] about the new "Home Theater" concept.
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 [who became 83 initial Dolby licensees]. The Agency’s Market Development efforts were responsible 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.
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 Multi-Channel licensing marketplace.