- Sony has called a review of its £50 million pan-European advertising account in preparation for a wholesale restructure of its organisation, which is planned to take effect next year.
The Japanese electronics giant is expected to announce a shortlist of agencies, which will be asked to pitch for the business over the summer, in the next two months. It is believed that the review was originally planned to take place at the end of the year, but has been brought forward.
DDB Needham, the incumbent on the business, is expected to re-pitch against a shortlist of agencies which will almost certainly include Young & Rubicam. Y&R won Sony's US account in October and has a joint venture with Dentsu in the Far East. Dentsu handles Sony's account in Japan. The shortlist is expected to include at least one other international network.
Sony is centralising its European business into Berlin next year and wants to have all its agency relationships finalised in time to take effect by the spring. Last week, it announced it is cutting 17,000 jobs -- ten per cent of its workforce -- before the end of March 2003.
BMP DDB has been working with Sony for five years in the UK. The agency's "unexpected" ad for the Stamina Camcorder won a gold and a silver at the British Television Advertising Awards last week. BMP's spot for the Sony Vega television picked up a bronze award and a diploma in the same competition.