Pioneer Electronics (USA) Inc. today announced that Rubin Postaer and Associates (RPA) has prevailed in an agency competition for the company's home entertainment division. Rubin Postaer's emphasis on building the brand identity while maintaining a focus on creating sales was the strategic mix that Pioneer sought in a new advertising agency.

Upon agreement and completion of final contracts, RPA will begin work on Pioneer's multi-million dollar advertising campaign scheduled to launch this fall. The campaign will focus on the company's high definition plasma televisions with print, online and television executions. A second campaign for DVD recorders is also part of the assignment.

"Rubin Postaer really showed that they could understand our business and our marketing goals with a very quick learning curve," said Russ Johnston, senior vice president of marketing for the home entertainment division of Pioneer Electronics (USA) Inc. "Their previous work with other upscale brands combined with the creative they presented during the review process made them the clear choice for our new home entertainment campaigns."

"We're thrilled to add Pioneer to our client roster," said Gerry Rubin, president and chief executive officer of Rubin Postaer and Associates. "It's a great opportunity for us to work with a brand name like Pioneer to promote such exciting products as DVD recorders and high definition plasma televisions."

Pioneer will continue to work with long-term partner BBDO West on its mobile entertainment lifestyle advertising campaigns. The "Disturb" campaign created by BBDO for the mobile entertainment division, which includes print, television and a significant online component, was awarded the Macromedia "Site of the Day" award on June 24.