• by Larissa Faw , September 11, 2014

TE Connectivity may not have widespread name awareness -- but the company that designs and manufactures electronic products for transferring power and data, such as fiber optics and data centers, is omnipresent in goods used by both consumers and businesses.

Now, the global technology brand has named KBS (kirshenbaum bond senecal + partners) in New York global AOR to lead strategy, creative and social media efforts across the world. 

“We're excited by the opportunity to help such a modern, future-facing brand demonstrate its commitment to engineering and innovation in the most compelling way,” said Lori Senecal, global executive chairman of KBS. “There’s a real opportunity to push beyond brand messages to create inventive utilities and experiences that will drive meaningful customer engagement.”

Still, KBS declines to address specific direction of the creative. However, it is likely the work will focus on TE’s innovation and the brand’s positioning that its products are smarter, safer, greener and more connected than competitors. The first creative will debut later this fall. 

“Our customers represent the world’s leading brands and they rely on TE’s innovative and advanced technologies to give them a clear competitive advantage,” said Amy Shah, senior vice president and chief marketing officer at TE Connectivity. “We chose KBS+ because they share our belief in the power of technology and invention and have an impressive track record of bringing fresh ideas to market using technology. We are excited to work with KBS+ and look forward to creating great experiences for our customers together." 

The incumbent agency was MRM Worldwide. 

Originally spun off from Tyco in 2008, TE Connectivity reports annual revenues of more than $13 billion.

The company spent about $2.1 million on ads last year, according to Kantar.