Sony Corp. has awarded Omnicom Group's TBWA Worldwide a three-year assignment as the "sole creative partner" for Sony Marketing Asia/Pacific in Singapore, its regional headquarters for Asia, Australia, New Zealand, the Middle East and East Africa.
The appointment includes all regional and some local advertising for Sony's consumer electronics division, namely digital cameras and audio/visual equipment. It follows a pitch against Publicis Groupe's Saatchi & Saatchi and Interpublic Group of Cos.' McCann-Erickson Worldwide.
Previously, Sony's regional advertising business was spread across different agencies on a project-by-basis. Sony will continue to work with its existing local agencies in individual markets.
Sony will also consolidate its regional media business. A pitch is currently underway between Omnicom Group's Optimum Media Direction, WPP Group's CIA and Zenith Media, jointly owned by Cordiant Communications Group and Publicis Groupe.