The Japanese electricals giant handed Fallon its pan-European creative business yesterday (Tuesday) after a five-month pitch process. It aims to reinvigorate its brand with iconic ads that encourage consumers to reappraise its brand portfolio.
Fallon's appointment, which encompasses 20 countries, covers the majority of the Sony empire, including audio, video and computing products. It does not include Sony PlayStation or Sony Ericsson.
The appointment is a blow to incumbent Saatchi & Saatchi, which handled the business for three years.
Bartle Bogle Hegarty, Abbott Mead Vickers BBDO and Wieden & Kennedy were also involved in the pitch.
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