Sony rethinks global branding

Sony has invited several MNC agencies to present global creative ideas, as the iconic electronics giant ponders how to remain relevant in today's marketplace and better harmonise its overall brand messaging. <BR><BR> Taking place in New York, it is believed that all four major holding groups each put forward creative agencies to pitch for the new project. Reported contenders include Fallon, Draft FCB, Y&R, BBDO and Berlin Cameron. In particular, given its award-winning work on Sony's Bravia range, Publicis Groupe agency Fallon is expected to mount a strong bid for the high-profile assignment, which marks Sony's first corporate branding project in several years. <BR><BR> "Following a comprehensive global brand analysis by Wolff Olins, we are beginning to explore the possibility of a new branding campaign for Sony," said a Sony spokesperson. <BR><BR> "Sony's brand is one of the company's greatest assets, and through this project we hope to achieve maximum leverage for Sony's businesses, individually and collectively."