The company has issued RFIs and pitches are due to take place later this month. Adam & Eve/DDB is understood not to be repitching for the account. Sony Mobile is believed to be offering 90-day payment terms.
Adam & Eve/DDB won the business in May 2013 after beating the incumbent, McCann London.
Campaign understands that the UK and European marketing is now being run from Japan. Dennis van Schie, the chief vice-president for sales and marketing at Sony Mobile Communications, is thought to have left the company.
Adam & Eve/DDB created the "gliding lights" ad last year to promote the features of Sony Mobile’s Xperia Z3, such as its high-quality performance in near darkness.
The agency picked up the pan-European Sony Electronics advertising business, believed to be worth £50 million, in February 2014 after a competitive pitch. The incumbent was again McCann London.
In July that year, Adam & Eve/DDB scooped the Sony Mobile content marketing brief. The account is run by Cain & Abel, the agency’s content division.
Sony Mobile did not respond to Campaign’s requests for comment.