The pitch, which is being handled by the AAR, is at the chemistry meetings stage. It is not known whether the incumbent, WAA, will repitch.
WAA's last Sony campaign featured Fifth Gear's Vicky Butler-Henderson endorsing its home electricals range. The agency, based in Sutton Coldfield, has created 13 campaigns during its tenure.
It is understood that Sony Centre's below-the-line account, handled by WWAV Rapp Collins, is unaffected, as is the media planning and buying, handled by OMD UK.
Last month, it emerged that Sony had invited four agencies, including Fallon, to pitch for a global advertising campaign for its Bravia flat-screen range of televisions.
Fallon pitched against Berlin Cameron United, Crispin Porter & Bogusky and 180. A decision is due this month.
Sony is understood to be seeking an agency to create a global campaign to drive Bravia sales outside Europe, although it is thought that the decision whether or not to run the advertising would be left up to individual regions.