• by Larissa Faw , July 24, 2014

Grey San Francisco has been selected as the first agency-of-record for tech company IControl Network. First up, Grey will develop a campaign for IControl's direct-to-consumer product, Piper, which is a Wi-Fi-enabled all-in-one home security and automation device.

Grey San Francisco will be responsible for all advertising, brand strategy, media planning and buying in both the U.S. and Europe. The new integrated advertising campaign will debut at the end of the third quarter, and will leverage digital assets, though the WPP-owned agency has not finalized specific media channels.

This assignment was attractive to the agency because it represents untapped potential as new category. "This is an entirely new category that hasn't existed before and a new company," says Milan Martin, President, Grey San Francisco. "We are going to be able to build a brand that consumers will trust." 

Grey San Francisco's experience with technology and consumer products helped to land the account. "Piper is a disruptive connected home technology that requires a unique, compelling and global marketing strategy to help it come to life," says Greg Roberts, Vice President of Marketing for Icontrol/Piper. "Grey's creative strength, full range of capabilities across communications platforms and deep understanding of the technology category will serve us well as we roll out Piper across the globe."

Grey San Francisco is the West Coast arm of Grey, the advertising network of Grey Group with clients that include Procter & Gamble, Symantec, GlaxoSmithKline, Diageo, Darden Restaurants, Pfizer, Canon, 3M, NFL, Boehringer Ingelheim, Marriott Hotels & Resorts, and T.J. Maxx.