SAN DIEGO: Sony Electronics has consolidated more of its PR work under Burson-Marsteller, selecting the firm as PR AOR for its US consumer electronics business.
It is understood that the firm, which had already worked on Sony Mobile, was chosen after an RFP process that initially involved seven agencies. It is also understood that four firms were in the final round of the review, and that the account budget had been shaved down from prior years.
Representatives from Sony were not available for comment. Burson deferred comment to Sony.
The review was part of an action required by Sony's procurement department, Valerie Motis, director of corporate communications at Sony Electronics, told PRWeek last month.
She also said that the company has changed its goals slightly, but declined to give further detail on the new objectives.
Atomic was appointed US AOR for Sony Electronics in May 2011. The agency oversaw all PR, social media, and digital for the company's PCs, tablets, cameras, camcorders, home theater, and audio products, as well as for Sony retail stores.
In February, Sony Corporation reported revenue of $21 billion in the third quarter of 2012. The company also posted a net loss of about $115 million in the quarter. Earlier this week, Sony Electronics cut 130 jobs at its San Diego campus, which has about 2,000 employees. The staff reduction is part of the company's cost-cutting plan to eliminate 6% of its global workforce.