The consumer electricals brand is set to roll out an ad campaign for Bravia in the coming weeks, but is understood to be concerned that marketing momentum is being lost at its Sony Centre retail outlets.
Sony's management is also believed to be worried that while its TV ads may successfully convey the Bravia concept to consumers, they are subsequently swayed at the point of purchase to opt for retailers offering cheaper brands, such as Samsung and Panasonic.
To counteract this, Sony has already added several branding agencies to its below-the-line roster to work on retail
and point-of-sale projects, both for its Sony Centre stores and Sony products on sale in other retailers.
Giles Morrison, general manager for marketing communications at Sony Europe, said: 'It is as much about delivering engaging retail experiences, as great advertising. We want to make every channel work to its own strength.'
The planned TV campaign for Bravia will feature Brazilian football star Kaka. The ad, created by Fallon, promotes the MotionFlow technology of its latest Bravia range and will introduce the strapline 'Motion like no other'.
In November, Sony rolled out a campaign to promote its Sony Centres and Sonystyle.co.uk online channel over the Christmas and January sales period. The £4m business was handed to TBWA\London last September.
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