Sony taps Ruder Finn to lead US efforts of its global branding push

SAN DIEGO: Just two months after Sony Electronics launched a global branding initiative, the company has picked Ruder Finn as its new US agency handling consumer electronics PR, except for audio and video products.

SAN DIEGO: Just two months after Sony Electronics launched a global branding initiative, the company has picked Ruder Finn as its new US agency handling consumer electronics PR, except for audio and video products.

The San Francisco office, Ruder Finn/Switzer, will lead the account, overseeing product PR for the Vaio line of notebooks, desktop PCs and related accessories, consumer and professional PC screens, video projectors, digital and video cameras, photo printers, and memory-stick technology. Ruder Finn/ Switzer MD Jessica Switzer said the firm will handle product launches and issues management regarding those products.

Sony Electronics also works with agencies including Burson-Marsteller and Nuffer Smith Tucker, said Sony senior PR strategist John Dolak. He declined to elaborate on the nature of those relationships, or the latest PR agency search.

Switzer said there was a formal RFP that came out in mid-January, and Sony handled the search itself. The company?s procurement unit was not involved.

?PR is important to a company like Sony, as the consumer electronics industry has fallen victim to increasing commoditization,? said Switzer. ?We will focus on growing the Sony brand.?

Sony unveiled a global branding campaign in January under the motto ?Like No Other,? highlighting brand equity, such as trust and quality, which consumers have come to expect from Sony. Campaigns focusing on brand are increasingly important, stressed Switzer.

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