How Bose transformed its in-house agency
Stephen WhitesideWarc
Coming off the financial crisis of 2008, Bose - the audio-equipment brand which had long enjoyed a strong share of mind among educated music enthusiasts - reassessed almost every aspect of its business. The imperative was challenging: Bose no longer wanted to count solely on the support of audiophiles, but the competitive landscape had grown much more complicated following the launch of innovative products like Beats by Dr Dre.
While retaining a focus on high-performance goods, Bose planned to engage a more youthful demographic even as it expanded into several growing...