Three vie for $40m US Sony account with global implications

- Three agencies are battling it out for Sony Electronics' estimated $40 million (£24m) US advertising business.

The three in the running are the New York based operations of J. Walter Thompson, Foote, Cone & Belding and Young & Rubicam.

The account was previously handled by Lowe & Partners/SMS, New York, which is not repitching for the business. Lowes lost out following a number of senior management changes at Sony that saw the departure of Carl Yankowski, Sony Electronics president, who was close to the agency.

Although, the review is of the US business, there are likely to be worldwide implications as Sony plans to globalize its image for the millennium.

In the Spring, Sony launched a global brand campaign created by Young & Rubicam New York, and Dentsu in Japan. Y&R is expected to be a strong contender for the business as it already works with Sony in Europe.

This article was first published on Campaign