SAN DIEGO: Sony Electronics has issued an RFP for a PR AOR for its US consumer electronics business. Atomic PR is the account's incumbent.
The company is “early on in the process,” said Valerie Motis, director of corporate communications at Sony Electronics.
She added that the review is an action that the “procurement department requires every now and again” to make sure the business is getting the services it needs for the right price.
“We want to be sure that we're doing the right thing agency-wise going forward,” she explained.
Motis said that Sony has also changed its communications goals slightly, but she declined to give further details on its new objectives or the review.
Sony Electronics appointed Atomic US AOR for PR and social media in May 2011. The agency handles 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.
Last May, Atomic opened an office in Orange County, CA, to support three clients, one of which was Sony.
The firm previously worked with car audio and home entertainment company Pioneer Electronics, but resigned the account to work with Sony.
Atomic representatives could not be immediately reached for comment.
Earlier this week, Sony launched a K-12 Education Initiative, which aims to help schools integrate technology into their classrooms. The program also allows educators to join the free online “Sony Education Ambassador” community, where they can learn more about applying technology to teaching.
Sony also revealed a teaser video earlier this month for what many gaming observers believe will be a next-generation PlayStation console.