The division includes such brands as Sony Bravia, Sony Vaio and Walkman. Sony Europe retains agencies including Fallon, Naked Communications, WWAV Rapp Collins and OMD Gemini for media. For digital campaigns, it has worked with the agency Tonic for around four years on brands including Bravia and Walkman.
The process is being run by Dave West, a manager in Sony Europe's procurement department.
Separately, Sony Computer Entertainment is looking for agencies to work on the PlayStation account, ahead of the UK launch of PlayStation 3.
Agency Republic is working on the creative for the UK launch and LBi is handling creative on a pan-European basis.