Sony Mobile brings in Cake for consumer PR support

Cake has won a retained brief from Sony Mobile focusing on the creation of material for media coverage of its smartphones and wearable technology products.

Sony's SmartBand range: Launched earlier this year
Sony's SmartBand range: Launched earlier this year

The agency was initially brought in on a project basis late last year after winning a competitive pitch to support the launch of the SmartBand, an activity-tracking wristband that works with the manufacturer’s smartphones, at the CES show earlier this year.
It is understood that Sony’s director of global PR Tim Harrison has now awarded the agency a retainer, although this is not believed to impact on Sony’s relationship with its lead global strategic agency Burson-Marsteller.
The Cake team is led by associate board director Kelly Grindle and includes a number of staff who worked on the agency’s previous Sony Electronics account, which it held for two years until mid-2013.

Sony was unavailable for comment.

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