Sony picks Grey for worldwide Bravia brief

Grey won the business after a contest, led out of Japan, against Saatchi & Saatchi, BBDO and Dentsu.

Sony will continue its relationship with Anomaly, its European agency of record, but Grey will be responsible for a campaign that is expected to run in key markets across the world. Sony’s initial approach to agencies asked them if they had conflicts in markets including the UK, Germany, France, Sweden, Italy, Russia, Kenya and South Africa.

Anomaly created a campaign for Bravia that broke in April and ran across Europe. This followed its successful pitch against the previous incumbent, Fallon - which had created the 'Balls', 'Paint' and 'PlayDoh' campaigns to support Bravia.

This article was first published on campaignlive.co.uk.