Sony parts with Beige and launches pitch process for home electronics

Sony has launched a pitch process to appoint an agency to cover its range of consumer electronics products.

Sony: releases about 600 products a year
Sony: releases about 600 products a year
The brief is currently held by Beige, which has decided not to re-pitch, blaming differences between the two companies. Beige has held the brief for three years, winning it when it was named Borkowski PR.

The fees are thought to be about £250,000 a year.

Sony UK head of PR Lucie Speciale told PRWeek: ‘As part of our PR efforts, we continuously review our agencies. For this reason, after three years, we are launching a pitch process.’

Beige director Emeka Njodi said: ‘The decision was taken not to re-pitch as we felt that we are both in different places culturally.

‘The agency has achieved some great things with the account and Sony is a good brand, but it is important to move forward and focus on the future.’

The brief covers all of the Japanese electronics giant’s products that do not include mobile phones, PlayStation or professional equipment. The brief includes televisions, hi-fis and camcorders. The company releases about 600 consumer products a year.

Sony is understood to be at creds stage and has not yet drawn together a pitch list.

It was revealed last week that Sony is set to release the world’s first digital binocular set in November.

The PR search does not affect any other parts of Sony’s PR business. Sony uses Bite Communications for its pan-European business, which recently helped the company to promote the first 3D production of the Wimbledon tennis championship. In addition, Marlin PR handles Sony's UK business to business account.

In June, Shine Communications was appointed by Sony Computer Entertainment Europe to work as international hub for PlayStation 3, PlayStation Network and upcoming software releases.

Borkowski PR was renamed Beige in April, after founder Mark Borkowski split with the agency. It is led by MD Larry Franks.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.