Omnicom's BBDO and 180 land Sony's $56m US account

Sony Electronics has selected Omnicom's BBDO New York and 180 as its agencies of record in the US. The news comes as Omnicom moves to buy a stake in the Amsterdam-based 180.

The appointments follow a pitch against an undisclosed number of agencies.

Sony previously worked on a project basis with Bagby & Co, Fallon Minneapolis and McKinney & Silver following its split with Young & Rubicam in February 2005. It then stopped working with Fallon in the US in November last year.

The review did not include media, which remains with Universal McCann in the US.

Billed as "Team Sony", the pairing will develop integrated strategies and campaigns for the company's key products, sharing Sony's estimated $56 million US marketing budget, according to figures from Nielsen.

The Sony Electronics chief marketing officer, Mike Faluso, said: "The partnership gives Sony a unique opportunity to work with some of the industry's most creative minds."

The BBDO North America chairman and chief executive, David Lubars, said: "For the agency, and me personally, it has been a career-long goal to work with Sony."