Sony picks 180 Amsterdam for global branding task

Sony is understood to have appointed 180 Amsterdam to handle a global branding project following a pitch against Fallon London and one other agency.

The Japanese consumer electronics giant began talking to agencies in September about a global campaign to unite the different parts of its business (MW September 21). 180 already works with Sony in the US, while Fallon is the company’s pan-European agency and created the award-winning "Balls" ad for the company’s Bravia TV.

It is understood that the pitch was based around the concept of convergence, which is one of the major challenges facing Sony chief executive Sir Howard Stringer. One source says he needs to "break down the individual silos across Sony".

It is thought that 180, which recently sold a majority stake to Omnicom, will work on a brief devised after a global brand analysis conducted by Wolff Olins, which is also owned by Omnicom.