The decision, part of its strategy to abolish a territorial approach to artist promotion in favour of coordinated activity across the world, follows the £3.45bn merger of Sony and BMG last year.
Tim Delaney, senior vice-president of international at RCA Music Group, has been hired to lead the marketing team across Europe. He will be based at Sony BMG UK and will liaise between the London office and the global marketing group. The group will move to having a centralised promotional budget.
The aim is to ensure consistency in the way the group markets acts including Britney Spears and Alicia Keys.
'It is no longer the domain of an individual country to say they do or don't want to market artists,' said a spokesman.
Sony BMG, which had a combined adspend of about £15m in the UK last year, is currently reviewing its media buying business, which is held by Manning Gottlieb OMD and Vizeum.
.jpg)
.jpg)