Sony Europe hands 1m HD brief to Gyro

Gyro International has been appointed by Sony Europe to create an integrated umbrella campaign for the consumer electronics company’s high definition (HD) products. It is thought that the business is worth more than £1m.

Gyro, which already works with Sony on other areas of its business including its VAIO range and its storage products division, was appointed to the HD account following a pitch against a number of undisclosed agencies. It will develop advertising, direct mail and digital activity for a new marketing push.

About 1,000 television channels worldwide transmit HD pictures and there will be more than 100 HD channels on air in Europe by 2010, according to research conducted by Euroconsult.

Sony senior communications manager Darren Atkins says: “HD isn’t something to think about tomorrow – it’s already a reality. “Sony appointed 180 Amsterdam to handle a global branding project across its entire business at the end of last year following a pitch against Fallon London and one other agency.

The company began talking to agencies in September about a global campaign to unite the different parts of its business (MW September 21, 2006). 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.