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barrettSF Creates First Consumer Campaign For Prestige Audio Brand Meyer Sound
- Tuesday, Jun. 8, 2021
barrettSF is launching a completely new look and feel for Meyer Sound in the professional audio company’s first retail-forward campaign with an advertising agency.
“Hear it right” celebrates Meyer Sound’s rich history in the pro music/sound space and paves a modern, premium path for further brand communications. The objective is to establish awareness and generate consumer interest for the Meyer Sound brand and products while moving them down the purchase funnel on Sweetwater.com, a large online retailer for musical instruments and pro audio where they will sell.
“As we embark on a new partnership with Sweetwater, Meyer Sound has an exciting opportunity to reach a broader audience of musicians and audio professionals,” says John McMahon, senior vice president of Meyer Sound. “It was the perfect time to refresh our marketing efforts with the creative to support it as we enter the online retail space.”
The campaign celebrates the precision and accuracy of Meyer Sound products and embraces honesty, a core value of the brand. Meyer Sound products capture real, perfect, pure sound exactly as it's meant to be.
“Meyer Sound has been a global leader in professional audio for more than 40 years, and this new partnership with Sweetwater allows us to expand our offerings further than ever before,” says Tim Boot, Meyer Sound’s director of global marketing. “The campaign supports our goals as a company, and we feel it will resonate with future and existing customers.”
barrettSF created a manifesto video that will be supplemented by a variety of graphic artwork that comes to life across digital (Facebook, MeyerSound.com, Sweetwater.com/meyersound), social, print (Sweetwater Pro Gear and Worship Sound Pro catalogs, Recording Magazine, Sound on Sound, Mix, Sound & Communications), and video media.
The look is a highly graphic, bespoke collage built out of a number of honest elements—technical product drawings, frequency response graphs, SIM analyzer screen captures, historic imagery—that are scientifically and technically true to the products promoted. These collages visually unify Meyer Sound across all product messages and media channels.
Meyer Sound has produced some of the finest audio systems in the world for professionals who seek the highest quality sound possible for concerts, festivals, and sporting events. “You may not have heard of them, but you've definitely heard them,” said Jamie Barrett, Founder and Executive Creative Director of barrettSF. “And when you did, you were hearing the best. We look forward to letting more of the world know who’s been creating these amazing audio products.”
Founded in 2012 and based in San Francisco, barrettSF is a full-service advertising agency that brings data, creativity, and courage together to make brands unstoppable. Clients include Sutter Health, Cost Plus World Market, Asics, Ubisoft, and Chime. For more info, visit www.barrettsf.com or follow them on Facebook, Twitter or Instagram: @barrett_sf
About MEYER SOUND
Founded by John and Helen Meyer in 1979, Meyer Sound is a global leader in providing integrated solutions for sound reinforcement, spatial sound, acoustic systems, studio monitoring and high-end residential systems. Recognized as an audio technology pioneer, Meyer Sound was the first to introduce dedicated loudspeaker processors, source independent measurement, large-scale self-powered loudspeakers, and cardioid subwoofers, among other innovations. The premium professional brand maintains rigorous quality control in its design and manufacturing of sustainable solutions for concert touring and festivals, houses of worship, cinema, education, corporate offices and residential. Scientific research and innovative product development have earned more than 100 US and international patents along with numerous industry awards. Headquartered in Berkeley, California and with operations globally, Meyer Sound employees are innovators, where diversity, equity and inclusion is embraced in the workplace and community.
Agency: barrettSF Jamie Barrett – Founder, Executive Creative Director Aryan Aminzadeh – Creative Director Brad Kayal – Associate Creative Director Conor Duignan – Head of Production Marianne Lawlor – Broadcast Producer Jillian Davis - Director of Brand Strategy Shelby Williamson - Brand Strategist William de Ryk – Account Director Helen Oddone – Account Supervisor | Client: Meyer Sound Helen Meyer – Executive Vice President John Meyer – President & CEO John McMahon – Senior Vice President Tim Boot – Director of Global Marketing Daniel Rivera – US Sales Manager, West Jane Eagleson - Director, Communications and Artist Relations Rob Cowles - Director, Product Marketing Caitlin Clausen - Communications Specialist Simon Miller - Senior Art Director Matthew Kane - Web Strategist/Developer Visual Partners Tom Yaniv - Motion Graphics/Animation Anders Ericsson - Editor Noah Aust - Editor Patrick Sean Gibson - Designer Music: Mophonics Kent Rockefeller - Composer Marissa Hernandez - Music Licensing Creative Jenna Covey - Creative Coordinator Sound Design/Mix: M Squared Mark Pitchford - Audio Engineer