Sony hires Phipps for blitz on gadget geeks

Sony has hired Phipps PR for a pre-Christmas publicity blitz on the

latest offering for gadget geeks. AIBO is an interactive entertainment

robot that can recognise voices and understand 40 words, as well as take

photos. At around pounds 900, AIBO is not for kids, but in 1998 all

45,000 units of the first generation AIBO sold out - within 20 minutes

of going on sale. The second generation AIBO will be made to order, and

is available from 16 November. The account is headed by lifestyle

account director Imogen Russon and Phipps is tasked with heading the

European launch, which covers Scandinavia, Germany, Switzerland, The

Netherlands and the UK.

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