Sony reviews pounds 50m pan-European account

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.

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

months.



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

same competition.



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.



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