Fallon, Sony's incumbent agency for the last six years, will be invited to re-pitch the account. The agency also handles its UK account but a spokesperson said this would not be effected by the review.
Fallon created Europe wide ad campaigns including the ‘Balls' and ‘Playdoh' camapigns.
Sony will work with the AAR to develop a short list of agencies for inclusion in the review process.
The review spans Sony's electronics division, which includes TVs, PCs, laptops, Walkman and cameras.
Ben Moore VP of marketing communications for Sony Europe said: ‘The marketing landscape has changed significantly, with the fragmentation of traditional media and the rise and increasing 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.'
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