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SANTA BARBARA, Calif. — Smart speaker maker Sonos has integrated its global PR business into Praytell, ending its nearly five-year relationship with Edelman, PROvoke Media learns.
Officially named Sonos’ global and North American PR agency, Praytell is responsible for all brands, products and corporate communications for the home sound system company. Jennifer Velez, Head of Tech Practice, will lead the work.
Praytell won the business late last year as a result of competitive reviews that recognized the agency’s expertise in brand and product PR, as well as its ability to create cultural connections, Sonos told PROvoke Media in a statement. .
“I was impressed with their creativity and unconventional approach to RFP questions. We know it,” Sonos said. Praytell has launched partnerships with global holiday brand campaigns.
As a global AOR, Praytell took on responsibilities that previously belonged to three agency partners, including Edelman, who had the largest portion of their profitable business.
In 2018, Sonos named Edelman its global tech PR agency after a strong relationship with Weber Shandwick.
Edelman also handled Sonos’ technical PR in the US and acted as Sonos’ representative in Canada.
M&C Saatchi PR, on the other hand, was given the same breadth of responsibilities in the UK and Italy, while one of its units, Hidden Characters, served as Sonos’ PR agency partner in Australia. Sonos has transferred its Swiss operations to Zurich-based Farner Consulting.
Sonos’ change of PR partner follows a difficult fiscal year that saw its fourth quarter 2022 revenue decline 12% year over year to $316.3 million. However, the company is looking to a healthier 2023 fiscal year, with its stock trending higher and plans to expand into four new product categories this year.
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