Dec 23, 2013
© 2016, Roadracing World Publishing, Inc.
From a press release
issued by Doe-Anderson:
An Arai Defiant helmet.
(Allentown, PA) – Since 1926, Arai has been an undeniable leader in helmet design and construction. For three generations, their hand-built helmets have represented the pinnacle of protection and comfort. Now, as the company looks to continue its single-minded obsession with innovation and rider protection, Arai Helmet, Inc. has appointed Doe-Anderson as agency-of-record (AOR) for creative and digital support in the North America market.
“We’re excited to begin working with Doe-Anderson and look forward to the fresh voice that they will bring to our brand,” said Brian Weston, Managing Director of Arai Helmet, Inc. “Their expertise in brand development within the powersports and premium product industries uniquely aligns with the needs of Arai.”
Based in Louisville, Kentucky, Doe-Anderson will now be responsible for Arai’s strategic planning and creative execution, as well as media placement and public relations. Mobile-app, point-of-purchase and web design will also fall under Doe-Anderson’s scope of work. As AOR, Doe-Anderson will look to develop an all-new tone and visual identity for Arai, one that fully incorporates the company’s “rider first” mentality and emphasis on innovation.
“Arai is a legendary name in the motorcycle and motorsports industries,” said Todd Spencer, President and CEO of Doe-Anderson. “Their unrelenting focus on protection, comfort and quality is evident in every helmet they produce. It’s a brand about which Doe-Anderson already feels very passionate, and we look forward helping Arai maintain its role as leader, not follower. We’re truly proud to have them on our client roster.”
The new work is expected to launch in the spring of 2014, while Doe-Anderson’s role in media placement and public relations begins immediately.