Little Red Rooster wins UK PR brief with Hisense

Little Red Rooster has won a retained PR brief with Hisense, the Chinese electronics company, which is seeking to expand awareness of its brand in the UK.

The firm has been appointed as the company's first UK PR agency partner following a three-way pitch, with the brief to encompass consumer and business PR activities.

Hisense acquired Sharp America's TV business earlier this month and creates TV screens for brands such as Philips and Loewe. It is now looking to improve perceptions of its own brand name as it prepares to launch an affordable new ultra high-definition TV in the UK.

To this end, it has agreed major sponsorship deals with companies such as Infiniti Red Bull Racing, which will help to drive the steady growth it has seen in the UK since 2012.

Henry Griffiths, partner at Little Red Rooster, said: "Hisense is well placed to push way beyond its challenger brand status and we are excited to be starting with the company at the beginning of the journey."

The agency has experience of working with brands such as Smeg, Ruark Audio and Computers Unlimited.