• by Steve McClellan  @mp_mcclellan, November 3, 2021

Audio equipment manufacturer JBL, part of Harman, has named full-service advertising agency Doner as its lead U.S. brand agency following a competitive review.

Previously, Doner served as the global strategy and creative content lead and will continue in that role while adding U.S. strategic and creative duties. With this assignment, Doner is adding to its role in creating global platforms for each region to also now activating campaigns in JBL’s biggest market. 

The agency said that during its 11 year partnership with Harman, Doner has helped JBL become the #1 brand in portable speakers. In this new role, Doner will create integrated marking plans across the roster of JBL agencies and will continue to work on solidifying JBL’s place in culture and increase traction with JBL’s multiple targets including studio, stage, automobile and lifestyle audio. 

“At JBL, we aim to enhance experiences through sound across a variety of settings,” said Ralph Santana, CMO of JBL. “Doner has served as a JBL creative partner for over a decade, consistently delivering outstanding strategic insight and creative excellence. Doner has demonstrated its understanding of how to develop brand activations that connect with culture, and we look forward to seeing how that expertise helps us further elevate JBL in the U.S market.”

Doner’s new U.S. market work will debut this winter.