Sony to “transform” retail marketing

Sony says it is looking to “invigorate and transform” retail marketing activity for its consumer electronics division after appointing newly-launched agency Live & Breathe (London) to handle the brief.

The agency, a joint venture between relationship marketing agency HS&P and retail marketing specialists Live & Breathe, beat incumbent iris and two other unnamed agencies to the account following a pitch.

The agency will be tasked with developing a “new strategic approach” to Sony’s consumer retail “experience” covering its television hardware, audio visual and digital imaging, design and image offerings.

Roy Dickens, retail director for Sony Direct, says the firm is “contemplating an ever-changing retail landscape” and needed a “fresh approach”.

“We wanted an agency to invigorate and transform our retail marketing activity with great ideas that are practical to implement,” he says.

The pitch was handled by Oystercatchers and follows HS&P’s recent appointment to a major CRM brief for Sony.

Sony Europe is reviewing its pan-European advertising account currently held by Fallon.

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