Sony Broadcast and Professional Europe (SBPE), the broadcast and
video technology division of Sony Corporation, has appointed hi-tech
agency DPA to handle its Europe, Middle East and Africa PR on fees
thought to be worth upwards of pounds 700,000.
Guildford-based DPA is SBPE’s second PR consultancy in two years. It
hired Firefly to handle a pan-European brief in autumn 1996 and agreed
to part company with them last December.
SBPE makes products including cameras, projectors and surveillance
DPA will advise its board on branding and overall PR strategy. The
agency will also organise major press events and conferences and provide
general support to SBPE’s in-house teams.
SBPE has the largest single share of the European broadcast equipment
market. However, the market is changing rapidly as governments
deregulate their TV markets and TV channels proliferate, putting
pressure on broadcasters to cut costs.
Jean Gomes, managing director of DPA, said: ’We will help to ensure that
Sony develops an objective, market driven communications strategy.’