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.
