Iris has been appointed to handle the 2m below-the-line account for Sony.
The agency has won the business following a pitch handled by the AAR and overseen by Sony marketing director Carl Rose.
Iris’ remit will include communications planning, direct marketing and channel advertising through promotions, experiential and in-store activity. The agency’s initial work will focus on Sony’s new range of high definition televisions.
Sony previously worked with several regional agencies and has also used Iris in the past. But the agency will now be the lead below-the-line shop in the UK for both consumer and trade campaigns.
Rose says: "Our brief is for Iris to help us reach and motivate both our consumer markets and trade stakeholders."
Sony split with Fallon in the US in December, just five months after hiring the agency. No official reason was given for the split but insiders attributed it to creative differences and issues over agency remuneration.
Sony appointed Fallon to work on its Walkman brand and the online music service Connect. The electronics giant overhauled its roster in June last year after dropping Young & Rubicam New York.