Integration Pays Off For Y&R




Strategy Wins Sony’s $60 Mil. U.S. Duties
NEW YORK–Young & Rubicam emphasized an integrated, multi- disciplined approach to marketing in its successful pitch for Sony Electronics’ $60 million U.S. account.
The pitch assignment was two-fold: Build sales of the Walkman and energize Sony’s home theater products, sources said.
Rather than show new ads, Y&R proposed a menu of communication tools under a common theme, with help from units such as interactive arm Brand Dialogue and Cohn & Wolfe, a public relations agency.
Y&R here bested two other New York agencies–Foote, Cone & Belding and J. Walter Thompson–to claim the creative and media account which was handled by Lowe & Partners/SMS here. Y&R already handles an estimated $35 million global branding task for Sony Corp.
A core group of 40 staffers prepared for the pitch, which was led by chief operating officer Ed Vick, chief client officer Linda Srere and executive creative director Gary Conway. Rather than display TV concepts on boards, copywriters and art directors acted them out.
“Y&R went heads and tails above,” said Scott Edwards, a vice president of marketing communications at Sony. “They really put the line people on the floor the day of the presentation. We saw the people who would be working on the business.” –with Tobi Elkin