Three agencies line up for Sony Philippines pitch

MANILA: Sony Philippines has put its US$1 million media and

creative account up for review after it merged its information and audio

video technologies and applications.

The integrated division - called AiVt - will incorporate more of Sony's

IT and audio video products in the next three years, according to the

company's assistant manager for sales and marketing, Tess Baluyot.

Sources said the pitch would attract Adformatix, Publicis-AMA and Dentsu

Young & Rubicam, agencies which previously handled or are currently

working on Sony assignments.

Publicis-AMA currently handles the Sony assignment, including sales

promotions, after it plucked the business from Adformatix. The latter

previously worked on Sony Digital's VCD and DVD and its Walkman brands,

while DY&R has Sony's creative assignment.

"We will choose an agency most familiar with the IT business and will be

able to bring AiVt to consumers," said Baluyot.

Despite the slowing Philippine economy, Sony expects to improve local

sales by 27 per cent this year to US$74.5 million and to about

$80 million by 2003. Sony enjoys a 30 per cent share of the

Philippine market for television and other electronics products, and as

much as 75 per cent for its audio video brands.