The move follows the consolidation of its regional creative account early this year with TBWA, which was awarded a three-year contract. However, the appointment of TBWA does not preclude local offices from awarding work to other agencies.
As a result, Sony's marketing manager in Hong Kong, Rosa Hung, said the company had previously called a pitch for each new campaign or product launch, but was now looking to align itself with a small number of agencies for better efficiency and results.
"Right now there are a lot of categories that we are trying to manage.
Our selection is based on having key projects for a pitch only when we feel the campaign is substantial, said Hung. "We plan to change our agency arrangement and we have called a lot of pitches, as the timing is right because we are now planning for the beginning of our fiscal year. We are not sure if we will use one agency or two. We want to streamline our processes with the smallest number possible. It will depend on the agency's ability to absorb and understand the business."
The company has handed two product categories - Cybershot and Net MD - to Euro RSCG. The agency outgunned J. Walter Thompson for the Cybershot work, and Dentsu Young & Rubicam, Market Catalyst and M&C Saatchi to win Sony's Net MD business.
Julie Ng, managing director at Euro RSCG, said the agency previously handled Sony's So-Net work, including online and below- and above-the-line. "That gave us an understanding of the Sony brand. But what we have recommended to the client is that the its products go back to the Sony brand. We understand they are looking for a long-term partner, said Ng, adding that Euro's role would be to strike a balance between the Sony brand, its product categories and the product.
Hung added the company was in the process of planning its advertising spend for this year. "We will continue to spend, but the advertising portion allocated to above- and below-the-line will change. Above-the-line is important, but we will move more towards below-the-line, including event marketing, sales-oriented work, and work for brand-building. I guess that is what the market is also doing."
