Sony looks for shop in European DM review

The Japanese electronics giant Sony is conducting a review of its direct marketing across Europe.

The Japanese electronics giant Sony is conducting a review of its direct marketing across Europe.

The consumer goods company is looking for an agency to work in the UK and across Europe on its consumer product range. It will also look at its existing agencies' roles.

It is thought that Sony wants an agency to help it to build direct sales channels and cross-sell products.

A source close to Sony said: 'Sony is moving toward an e-business model and is looking to open direct channels with customers. It is likely to want an agency with pan-European capabilities.'

In the UK, Sony uses several direct marketing agencies. Claydon Heeley Jones Mason was appointed a year ago to work across Sony's consumer products including Minidisc, Walkman, camcorders and televisions.

WWAV Rapp Collins was hired last year to work with other European agencies on a customer relationship management project alongside Premier Magazines, which is producing a customer magazine for Sony. Interfocus works on consultancy projects for Sony. Saatchi & Saatchi, Sony's advertising agency which developed the 'go create' campaign, is unaffected by the review.

Tim Kaner, Sony's senior advertising manager, is thought to be working on the review. He was unavailable for comment as Campaign went to press.


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