Y&R wins Sony regional pitch

Sony has selected Young & Rubicam as its regional advertising agency, following a multi-agency pitch that also included 10AM Communications, BatesAsia and TBWA (Media, 16 May). <BR> <BR> A Sony spokesperson confirmed that the agency had been chosen for its "strategic analysis and creative strategies", and would be involved in strategic planning and marketing planning for multi-market branding and product marketing assignments. Sources disclosed that, after considering a roster structure, Sony instead decided to appoint one sole agency. <BR> <BR> It is believed that Y&R will be tasked with the US$4 million 'Sony Rejuvenation' brand campaign, an attempt by the electronics giant to reverse its declining brand equity in the region. Specific product campaigns are expected to include the Bravia and HD World ranges.