Sony calls pitch to fire up brand

Sony has called a regional creative pitch, as the electronics giant bids to reverse its declining brand equity in Asia-Pacific. <BR><BR> According to sources, Sony has invited four agencies to compete for the business, with a view to appointing two to a regional roster. The quartet are believed to be 10AM Communications, Bates Asia, TBWA and Young & Rubicam. The 'brand rejuvenation' campaign is being pegged at approximately US$4 million, although it is believed that Sony is looking for ideas that can transcend any medium and product.