The firm is keen to work more closely with its sister companies, which include Sony Pictures and Sony Music.
It has brought in Borkowski to ‘forge new relationships with consumer media’, including lifestyle and news media, said head of PR Lucie Speciale, a former account director at Borkowski who took over the top comms role at Sony UK in July last year.
She added: ‘Sony has evolved from being purely a technology company, to an entertainment and technology company, so we wanted an agency that reflects this shift.’
Speciale said Sony wanted customers ‘to know that we can provide the whole entertainment experience, from the movie you watch, to the TV you watch it on’.
Borkowski won the 12-month retainer after a six-and-a-half month battle with four agencies. The new appointment ends Kazoo’s four- year hold on the account.
Although Borkowski and Sony would not comment on fees, industry figures believe the account is worth more than £250,000.
Borkowski will operate the press office and run campaigns for the consumer electronics division, which includes brands Bravia, Vaio, Walkman, Cyber-shot and the DSLR camera range.
The account is predominately consumer work, but the agency will be expected to handle some CSR and crisis work. Borkowski has partnered with Inferno PR to provide this specialist support.
Sony’s corporate work is mainly handled from Sony Europe HQ and the Japanese head office. The in-house team of six will handle its existing relationships with the specialist press.