Staff and agency hires as Sony reshuffles PR

Electronics giant Sony has reshuffled the chief communications team

for its B2B business and bolstered its agency roster with two

pan-European hires.



Sony Broadcast & Professional Europe (SBPE) - the firm's B2B division -

has realigned its in-house European PR function to match PR disciplines

rather than business lines.



The move has also seen the appointment of Ogilvy PR Worldwide to work

across 16 countries in Europe, and Edelman PR Worldwide on an internal

communications remit throughout the SBPE business.



The internal and external restructure, carried out by SBPE PR manager

Kerri Bowles, has created three communications divisions: external,

internal and corporate.



Amsterdam-based Sandy Bergkamp, who previously oversaw PR for business

divisions such as video conferencing, now heads all European external

communications and manages newly-retained agency Ogilvy.



Ogilvy won the six-figure account following a four-way pitch against

Burson-Marsteller, Edelman and Fleishman-Hillard.



The agency has been tasked with developing a 16-country PR programme,

supporting Sony's country PR teams and driving European projects,

including product launches and events.



In the UK, Ogilvy will work alongside SBPE on an ongoing media relations

programme.



SBPE's internal communications unit will be led by Julie Douglass,

formerly co-head of PR for broadcast and professional audio with Donna

Hatchett.



Douglass will be supported by Edelman, hired without a pitch after

impressing the Sony team with internal campaign ideas during the

external pitch against Ogilvy.



'We are in the embryonic stage of doing an analysis of where internal

communications is today and where it should be,' said Bowles.



Corporate communications falls under the remit of Hatchett, who will

work alongside retained agency DPA Corporate Communications.



Bowles said: 'We are moving away from a pure product focus and looking

at more strategic work. This placed added emphasis on communications

within the organisation.'



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