Sony in agency hunt to boost profile of online services

LONDON: Sony has kicked off a consumer agency hunt to boost its online music, video, and gaming services across Europe and beyond.

LONDON: Sony has kicked off a consumer agency hunt to boost its online music, video, and gaming services across Europe and beyond.

Sony Entertainment Network is holding early stage talks to find a single agency for the brief, which is thought to be worth six figures.

European PR manager Alison Gram has drawn up a shortlist. She was hired from Carphone Warehouse in February to lead SEN's comms strategy.

The UK, France, and Germany are key markets, but the brief also covers other European countries where at least one online service is offered. The work also covers Australia and New Zealand, which are rolled into Sony's European business territory.

Sony is looking to widen public knowledge and understanding of its services and is focusing on consumer and entertainment PR specialists.

The PlayStation Network online gaming store is already well known by users of Sony's PlayStation 3 console. However, Sony's music and video stores, Music Unlimited and Video Unlimited, are overshadowed by online entertainment giants such as iTunes, Spotify, Netflix, and LoveFilm.

Since launching them three years ago, Sony has promoted the music and video services largely in connection with their availability through Sony hardware, such as its Bravia TVs and PlayStation products.

The comms work will focus on each service individually, but will also include promotion of the overall SEN business brand where relevant.

Another aspect of the account will be promoting the availability of entertainment services such as LoveFilm through connected Sony devices.

The review is the third major Sony account put up for grabs in the UK over the past four months after it separately pitched its PlayStation work, won by Fever, and its consumer electronics PR work .

Online offerings

Music Unlimited – Offers unlimited ad-free access to music from a range of labels, via Sony connected devices, iPhone, and Android devices.

Video Unlimited –Gives film fans the ability to buy or rent individual movies from a range of studios through Sony devices and PCs.

PlayStation Network –Provides online access to games through PlayStation games consoles.

This story originally appeared on the website of PRWeek UK.

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