SHANGHAI Sony is aiming to sharpen its brand offering in China, in a move that mirrors its recent selection of Y&R as its regional creative AOR.
The electronics giant has overhauled its marketing department in China, where the company's brands continue to trail arch-rival Samsung in the 'cool' stakes, sparking speculation that an agency review is in the offing. The move comes as Sony confirmed to Media that it had appointed Y&R following a four-way pitch that also included 10AM Communications, TBWA and BatesAsia (Media, 16 May.)
Y&R will handle Sony's brand rejuvenation campaign — a bid to reverse its declining brand equity in Asia — tied to product campaigns for the Bravia and HD World ranges.
In China, senior managers Synthia Lau and Rosa Hung have been assigned to new roles as part of a marketing reorganisation. Lau has shifted to the role of assistant GM of marketing communications for the Cyber-shot, Handycam, Bravia and Vaio brands, while Hung moves from her marcoms job to the brand planning and management division as assistant GM. It is understood that Lau has briefed agencies outside of those Sony currently works with, and has expressed concerns about client conflicts, effectively ruling out Leo Burnett, which handled Bravia on a project basis last year but now manages Samsung.
The Vaio business is with Y&R, while BBDO has the audio brief.
"Sony may have had the intention to work with one agency, but yet they're always pitching on a project basis," said a source, adding that the company was lagging in almost every key category in China.
"They were either late into the market, as with Bravia, or they have simply let their image slide to the point where Samsung is now seen as the cooler brand in China."
