Saatchi & Saatchi has scooped the pounds 50 million pan-European
advertising account for Sony.
The win - which makes Sony the agency’s second-largest network client
after Procter & Gamble - came after a head-to-head battle with the
incumbent, DDB Needham Worldwide. The account has been headed by BMP DDB
in London for the past five years.
Saatchis will handle advertising across Eastern and Western Europe and
will concentrate on new products created by the convergence of
technologies, such as personal digital assistants, which combine
telephony and computer technology.
The account will be controlled by a team from Saatchis offices across
Europe. Based in London, it will be headed by John Rudaizky, a group
account director at Saatchis’ Charlotte Street office.
Rudaizky will report to Derek Bowden, chairman of Saatchi & Saatchi
Europe, Middle East and Africa.
’We won on the basis of an idea which is capable of being extended
beyond advertising, rather than beyond an ad or a line,’ Bowden said.
’The fact that we had a European network with one team co-ordinating
across the regions was also very important to Sony. There is a rich
heritage of outstanding creative work behind the Sony brand.’
The win means the agency can complete its internal restructuring, which
began earlier this month. Saatchis had put the move on hold as it waited
for the Sony result.
The agency will take over the running of the account within the next
four months and will hire additional staff across Europe.
Barbara Hasse, the director of marketing communications for Sony Europe,
will head up the account team from Sony’s Berlin office, the company’s
new European headquarters.