TBWA secures 4m Sony Centre account

Sony Centre, the branded retail chain, has appointed TBWA/London to handle its 4m advertising business, following a four-way pitch.

Sony Centre, the branded retail chain, has appointed TBWA/London to handle its £4m advertising business, following a four-way pitch.

The agency beat Fallon, the incumbent on Sony’s £70m pan-European advertising business, Krow and Iris to scoop the account. Delaney Lund Knox Warren pulled out at an earlier stage. The pitch was handled by the AAR.

Iris will continue to handle retail promotions and sponsorship for the Sony Centre chain, and is not affected by the appointment of TBWA/London.

The agency now has a brief to create a Christmas campaign to focus on the quality service Sony Centre stores offer compared to high street rivals such as Currys and Dixons.

Media planning and buying for the retail business is handled by OMD UK and is not affected by the decision.

Sony Centre has more than 100 stores run by independent retailers. The retail centres are promoting the newly launched Sony Reader, a digital reading device that claims to hold 160 books. It is available at £199 and in-cludes 100 classic books in electronic form.

Fallon was recently awarded the global advertising campaign for the Sony Bravia flat-screen range of televisions, after the agency was asked to pitch against Crispin Porter & Bogusky, Berlin Cameron United and 180. The agency created the award winning Sony “Balls”, “Paint” and “Play Doh” campaigns.

The brief for Fallon is to create a global campaign that drives sales of the flat-screen televisions.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here