Sony Broadcast and Professional, the broadcast and video technology
division of Sony Corporation, has handed Firefly Communications a wide-
ranging pan-European PR contract worth an estimated pounds 200,000 a
year in fees.
One of three divisions within Sony Corporation, Broadcast and
Professional has hired Firefly to promote its vast range of broadcast,
audio and video technology products to all user groups.
The agency will work on day-to-day PR on assignments in the UK and
simultaneously develop PR campaigns and advise on their implementation
across Europe, the Middle East and Africa. The international tranche of
the account will involve ad hoc projects with Fireworks, Firefly’s
overseas network.
Sony Broadcast and Professional previously used A Plus for its UK PR
only. That relationship terminated in January this year.
Agency director Mark Mellor explained that the brief would include PR
for Sony cameras, video-conferencing systems, video projectors and CCTV
surveillance systems and involve communicating with audiences as diverse
as production companies, security firms and the police.
Firefly will also advise Sony on how best to explain the transition from
analogue to digital technology while promoting products that combine
both techniques. ‘It’s a great name to work with and I envisage a lot of
project work in addition to the retainer,’ said Mellor.
The agency will report both to Bob Charlton, Sony Broadcast
Professional’s UK PR manager, and to its European marketing chief Dingco
Geijtenbeek.
