Sony hands retail marketing account to HS&P and Live and Breathe

LONDON - Sony has appointed HS&P and Live & Breathe to handle the retail marketing account for its consumer electronics division.

Sony... retail account
Sony... retail account

The agency picked up the business after a pitch against three other agencies, including Iris, the incumbent on the account.

The process was handled by Oystercatchers, and comes two months after HS&P was awarded a CRM brief from Sony for its retail division.

Following the appointment, HS&P and Live & Breathe have now launched Live & Breathe London, a joint venture set up to handle the account.

The operation will be responsible for devising a new strategic approach for Sony's consumer retail sector, which incorporates TV, audio, vision, IT, digital imaging and design products.

Roy Dickens, the retail director for Sony Direct, said: "The construction and consequent approach of this new agency showed us it was prepared to give this brief the energy, innovation and strategy it required."