Sony appoints Young & Rubicam in the US

- Sony Electronics is understood to have appointed Young & Rubicam, New York, to handle its £24 million ($40 million) US advertising account following a competitive pitch.

- Sony Electronics is understood to have appointed Young & Rubicam, New York, to handle its £24 million ($40 million) US advertising account following a competitive pitch.

Y&R pitched against McCann Erickson, J. Walter Thompson, N.Y. and Chicago and Foote Cone Belding, N.Y to win the business.

The account was previously handled by Lowe & Partners/SMS, New York, which did not repitch for the business. Lowes lost out following a number of senior management changes at Sony that saw the departure of Carl Yankowski, president of Sony Electronics.

The appointment is likely to have worldwide implications as Sony prepares to globalize its image for the millennium.

Y&R already handles Sony's corporate image work, as well as working for Sony in parts of Europe. Eariler this year it launched the US leg of a global brand campaign that introduced the "Do You Dream in Sony?" line.



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