SAN DIEGO: Sony Electronics has shifted its digital imaging account from Ruder Finn to Burson Marsteller.
Sony moved the account after the company consolidated its US headquarters in San Diego.
The personal and mobile electronics business, which Burson oversees, moved from New Jersey to San Diego, where the digital imaging products are already based. Since mobile and digital imaging products are both part of the same division, it made sense to have one agency work with that division, as it is now entirely in San Diego, said Rick Clancy, SVP of corporate communications.
Digital imaging products include cameras and camcorders, a fiercely competitive market. A recent IDC study put Kodak as the digital camera market leader, while a NPD Group study shows Sony and Canon tied to the top spot.
Burson, who has worked with Sony since the late 1990s, also handles PR for audio and video products.
Ruder Finn, who began working with Sony in March 2004, will continue to handle PR for Sony's Vaio PC line, as well as PC displays and projectors.