Agencies line up for Sony direct account

Sony is on the hunt for an agency to handle its UK direct marketing account.

The company has held talks with several undisclosed below-the-line shops, although a formal pitch has yet to begin.

Mikah Martin-Cruz, Sony's general manager of central marketing UK, is handling the process. There is no incumbent DM agency on the UK account.

The successful agency will be briefed to produce retail-driven campaigns focused on promoting the company's electrical products to the UK market.

Sony currently uses WWAV Rapp Collins to handle its pan-European below-the-line communications across a range of products, including home audio equipment and computers.

The agency strengthened its position on the pan-European business in July last year, securing the £5 million below-the-line account for Sony's Handycam products. It is understood that WWAV's relationship with Sony is not affected by the review.