Sony divides UK electronics brief between three agencies

LONDON: Sony UK has split its six-figure consumer electronics brief three ways after previously working with Cake.

LONDON: Sony UK has split its six-figure consumer electronics brief three ways after previously working with Cake.

The company has handed retained press-office work to Consolidated PR and divided its campaign efforts between Hope&Glory and Margaret.

PRWeek UK revealed Sony's plans to divide the brief held by Cake for the past two years in June. Cake's social media and experiential work, which it won in the same year as picking up the wider PR brief, is unaffected.

Sony's electronics division includes a wide range of devices, such as Bravia TVs, Cyber-shot digital cameras, and Vaio laptops. It has struggled at a global level and has been unprofitable for the past two years.

Sony Electronics consolidated more of its US PR work under Burson-Marsteller in March, selecting the firm as PR AOR for its US consumer electronics business.

“All three selected agencies impressed us with their enthusiasm, creativity, and tenacity, and we look forward to working with them,” a Sony UK spokeswoman said.

The appointments come after a flurry of PR rethinks at Sony recently, with Fever appointed to look after the PlayStation 4 launch and Sony Entertainment Network beginning an international pitch.

Marlin PR continues to be retained by Sony's professional solutions business in the UK.

This story originally appeared on the website of PRWeek UK.

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