Sony has called a review of its pounds 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 - that will be asked to pitch over the summer - in the next two
It is believed the review had been planned for the end of the year, but
has been brought forward.
DDB Needham, the incumbent on the business, is expected to repitch
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
- 10 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 TV picked up a bronze award and a diploma in the
Sony’s shares jumped 9 per cent after it announced its restructure last
week. The group is expected to focus more on new technology than on its
core TV, video and stereo products.