According to sources, Sony has invited four agencies to contend the business, with a view to appointing two to its regional roster. The quartet are believed to be 10AM Communications, Young & Rubicam, Bates Asia and TBWA. It is further believed that 10AM is a strong contender for one of the two roster spots, given the Singapore boutique's strong relationship with Sony over recent years.
The pitch marks Sony's first attempt in recent years to bring a roster structure to its regional advertising, after pitching out regional projects on an ad hoc basis. 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 media and product.
"It is a regional pitch on creative and strategy to earn the right to become one of two agencies rostered on the account," said an agency source involved in the process. "The campaign is to rejuvenate Sony as a brand and drive greater relevance with a more youthful segment. They are looking for one idea that works across any touchpoint in the Asia-Pacific region, and possibly beyond."
In recent years much of Sony's iconic brand lustre has faded as a slew of competitors, led by Korea's Samsung, have emerged on the global scene. "It's difficult to think of one dominating Sony product now," said another source, noting that Sony's Bravia, PlayStation 3 and Vaio all face fierce competition in the TV, home gaming and laptop markets respectively.
The four invited agencies have handled much of Sony's regional advertising projects over the past few years, but declined to comment. Sony representatives also declined to comment.
