Grey won the business after a contest, led out of Japan, against Saatchi & Saatchi, BBDO and Dentsu.
Sony will continue its relationship with Anomaly, its European agency of record, but Grey will be responsible for a campaign that is expected to run in key markets across the world. Sony’s initial approach to agencies asked them if they had conflicts in markets including the UK, Germany, France, Sweden, Italy, Russia, Kenya and South Africa.
Anomaly created a campaign for Bravia that broke in April and ran across Europe. This followed its successful pitch against the previous incumbent, Fallon – which had created the "balls", "paint" and "PlayDoh" campaigns to support Bravia.
In a separate move, Sony has appointed the WPP-backed start-up True Worldwide to handle UK advertising for its electronics products and the Sony Centre retail chain.TBWA\London has previously worked on the Sony Centre business and created a TV commercial that launched last December.
True has been charged with creating a £5 million cross-category campaign for Sony for Christmas and New Year to promote the company’s entire electronics range.