Sony seeks shop to handle global headphones activity

Sony is on the hunt for an agency to work on global campaigns for its headphones amid competition from rivals Beats By Dre and Bose.

Sony seeks shop to handle global headphones activity

The Japanese electronics giant is speaking to London agencies about the business.

The headphones market has been increasingly dominated by Beats By Dre, which was bought by Apple in 2014. Its ad campaigns, created by R/GA London, feature high-profile athletes and run during top sporting events. 

Bose is also disrupting the market since hiring Grey London at the end of last year. Its latest spot, "Get closer", features dancer Maëva Berthelot.

DDB Germany holds Sony's consumer electronics business, which was previously held by Adam & Eve/DDB. Sony is also looking for an agency to create campaigns for its Bravia TVs

In January, Sony moved the bulk of its global media to MediaCom after a pitch. MediaCom had already held the European business for Sony Electronics and all markets except North America for Sony Mobile. It won Sony Electronics in North America from UM and Sony Mobile in North America from Carat.

Sony did not respond to Campaign’s request for comment.