While 10AM takes charge of the Cybershot account, Bates141 secures the Bravia and Home AV businesses.
“Both agencies were selected based on their good track record, in-depth strategic analysis, creative strategies, as well as strength of their working team for Sony,” said a Sony spokesperson.
The two agencies succeed Y&R, which resigned its hold on the business earlier this year (Media, 17 April).
A source noted that ongoing acquisition negotiations between the WPP agency and 10AM played no role in the pitch’s eventual outcome.
Sony gives creative job to two agencies
ASIA-PACIFIC - Sony has opted to split its regional creative duties between 10AM Communications and Bates141, following a month-long review that also included Saatchi & Saatchi and TBWA.
