Rebranded Fuse wins Sony brief

Tech specialist Fuse PR has changed its name to Racepoint Group UK and won an account with Sony Creative Software.

The rebrand comes one year after the agency’s acquisition by Racepoint Group (PRWeek, 2 November 2006) and is effective across Fuse’s offices in London, Boston and San Francisco.

Meanwhile, Sony Creative Software has hired Racepoint as its first European consultancy after a rev­iew. Sony Creative Software, a subsidiary of tech giant Sony Corporation of America, develops applications for hardware devices, and manufactures a line of DVD, music and audio products.

Racepoint’s first task is to launch Sony Creative Software’s Home Studio range across Europe.

Racepoint Europe MD Jay O’Connor called Sony his ‘dream client’. Racepoint’s client roster includes web browser Firefox, biotech developer Genzyme and IT security outfit Sophos.

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