Arai seeks 'fresh voice' with new advertising agency, says Weston

Publish Date: 
Jan 6, 2014

ALLENTOWN, Pa. - Arai Helmet Inc. announced that it has named Doe-Anderson its agency of record for creative and digital support in the North American market.

Doe-Anderson has been in business since 1915 and lists Triumph and Cardo Systems among its clients. The new work for Arai is expected to launch in the spring; however, Doe-Anderson’s role in media placement and public relations begins immediately, Arai said.

“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.”

The agency succeeds Rick Menapace, who represented Arai for 30 years. Menapace retired from full-time work at the end of December but said he will devote time to select projects in the industry.

The Louisville, Ky.-based Doe-Anderson will be responsible for Arai’s strategic planning and creative execution, as well as media placement and public relations, Arai announced. Mobile-app, point-of-purchase and web design will also fall under Doe-Anderson’s scope of work. 

The industry should expect to see an all-new tone and visual identity for Arai, one that fully incorporates the company’s “rider first” mentality and emphasis on innovation, Arai noted.

“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.”

Posted by Mary Slepicka (Dealernews image)