Electronics giant Sony has reshuffled the chief communications team
for its B2B business and bolstered its agency roster with two
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
SBPE's internal communications unit will be led by Julie Douglass,
formerly co-head of PR for broadcast and professional audio with Donna
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.'