Seven agencies had been shortlisted for the pitch and three agencies entered the final round. Hill & Knowlton was the incumbent PR agency.
A Sony spokesperson, Fiona Chan, told Campaign Asia-Pacific that WE was chosen because it "has a strong team specialising in conventional and digital media".
"Their proposal submitted to the pitch was impressive," she added.
Angel Yip, Hong Kong deputy general manager at WE said: “We are thrilled to have the opportunity to partner with Sony Hong Kong as its PR agency by harnessing the full power of our capability in the consumer electronics and professional product sectors. It’s a milestone for us as an extension of the great work we have done with Sony in Singapore."
WE will provide a retainer service for all Sony consumer electronics and professional products, excluding Xperia smartphones and tablets, as well as PlayStation products, which are handled by Sony Mobile and Sony Computer Entertainment Hong Kong, respectively.
The first project the WE team will work on for Sony will be the launch of the Bravia 4K TV, which takes place this month.