Mathew Madhi, Sony senior manager marketing communications, said it reviewed its media assignment after CIA's "contract had expired and, considering we were doing our creative pitch, we thought we may as well look at media".
said Madhi. He said TBWA was chosen because its "strategy and creative capabilities were quite incisive".
TBWA is developing a positioning statement that can be used across all Sony's advertising and it is also ensuring Sony's ads have a consistent look and feel. "If we gain consistency in our creative work then it means all the advertising for Sony's sub-brands will add up to enhance Sony's brand as a whole,
said Madhi.
Prior to the review, Sony had an extensive roster of agencies, working mainly on a project basis. Sony marketers will now be encouraged to use the regional creative work to give it a more consistent brand image. Johan Fourie, TBWA chief executive officer, attributed his agency's win to "a clear understanding of the client's strategic needs, the terrific creative work TBWA presented in the pitch and a good cultural fit".
It is the first time TBWA has worked for Sony in Asia-Pacific. The review excludes Sony's home market Japan. Despite TBWA's win, some local Sony offices in the regions can still commission their own creative work.
