It has appointed the AAR to handle the pitch process and is currently putting together a shortlist of agencies.
Fallon has worked on the account for six years and has been invited to re-pitch.
The agency has overseen the creation of award winning ads for products such as the Sony Bravia, including “Balls”, “Paint” and “Playdoh”.
Sony Europe VP marketing communications Ben Moore says over the past six years the marketing landscape has changed significantly, pointing to the fragmentation of traditional media and the rising importance of the internet and social media in driving consumer behaviour.
“Our communications strategy has naturally evolved to embrace and exploit these new media channels, but it is clear that in the future we will need an increasingly sophisticated and media-neutral brand strategy that allows us to exploit both existing and evolving media channels,” he says.
Moore adds that it also needs to take into account the challenging economic climate and the need to find the best value and impact for its marketing spend.
The decision to review the Sony Europe marketing communications account does not affect the Sony UK business.