The pitch, handled by Oyster Catchers, is part of the electronics company's review of its entire roster of 130 agencies in an attempt to consolidate its agency relationships.
HS&P and Live & Breathe jointly pitched and have picked up the account as a partnership. The incumbent on the account was iris.
The agencies will be tasked with a new strategic approach to Sony's consumer retail experience covering TV (BRAVIA and Blu-ray), audio (WALKMAN®), vision, sounds, IT (VAIO), digital imaging, design and image.
Specifically, Live & Breathe will be tasked with bringing the Sony brand alive in-store and delivering education, experience, communication and conversion.
In September 2008 TBWA\London was appointed to handle the £4 million ad account for the Sony Centre retail chain. The agency is currently working on an above-the-line campaign for the Sony Centre in the run up to Christmas.
Fallon currently runs the brand's runs Sony's £70 million European ad account, but this is also under review.
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