Edgeware hands global brief to Red Lorry Yellow Lorry

Tech comms agency Red Lorry Yellow Lorry has been chosen by TV content delivery specialist Edgeware to handle its global PR activity.

Edgeware provides operators and content owners with the tools to deliver their TV services at “huge scale and low cost”.

Red Lorry Yellow Lorry has been briefed by Edgeware to build its profile and enhance its position as a leader in TV over IP across EMEA and the Americas.

The campaign will be led from the agency’s London headquarters, and will be supported by its Los Angeles office and Convoy partner agency network.

Richard Brandon, chief marketing officer at Edgeware, said: “By 2018 over 90% of internet traffic will be video content. With some 23,000 TV stations around the world vying for viewers’ attention, broadcasters and content owners face a huge collective challenge in getting their content to audiences, at the speed and quality viewers demand.

“We needed to find a communications agency that understood these challenges, and our unique story. With its strong media and broadcast heritage and insights, we’re very confident we’ve found the right partner in the Lorries.”

Rob Ettridge, partner at Red Lorry Yellow Lorry, added: “The media industry is rapidly changing. Broadcasters and content owners need to find the most efficient way to make their valuable content accessible to viewers, whenever and wherever they want it.

“Content owners are relying on companies like Edgeware not just to help them reach today’s dispersed TV audience, but also gain greater insights into viewer analytics to inform advertisers and future programming. Starting this summer, in the build-up to September’s IBC broadcast show, we’re looking forward to helping Edgeware tell its exciting story.”