It remains unclear why Y&R could not attempt to house the business in one of its second-string agencies; both Monday and Campaign Palace are thought to possess regional aspirations. Regional president Ambar Brahmachary was not available for comment.
A Sony spokesperson told Media that the company would call a creative pitch for its regional advertising business, but declined to provide further details.
The WPP agency secured the Sony account in mid-2006, following a pitch that included TBWA, BatesAsia and 10AM Communications.
Since then, the agency has launched a range of well-received campaigns, including thematic and product work, based around a brand positioning of ‘Feel’.
“We decided that Sony and Y&R would not continue because of our new global client called LG,” said a Y&R spokesperson.
“It’s a disappointing decision,” said a source at Y&R. “We have done excellent work on it and we are very sad to see it go. It was a showcase for us in Asia. But it was a problem for LG, and they are a much larger piece of business in Asia-Pacific.”
Apart from Colgate, Sony is one of the few multi-market clients that Y&R services in Asia-Pacific.
However, the LG business will result in considerable, substantial local market business for Y&R, whereas Sony only retained the agency’s regional office.
Meanwhile, Sony has named Hill & Knowlton to handle PR for its consumer electronics business, marking its first appointment of an agency for the role.
Additional reporting by Kenny Lim
