Mullen Wins Sony Image Task

Disney Connection Was Key for Mass. Shop
BOSTON–Mullen has picked up a broad strategic image task from Sony Corp. that initially involves consumer research, but could lead to an advertising assignment, the client said.
Kimberly Till, senior vice president of strategic planning and marketing at Sony Corp. in New York, said the shop was one of many being used by the client to help craft a new positioning for the corporation.
Sony is planning a massive global image initiative, called the “Millennium Project,” that sources say will unify its many units under one umbrella [Adweek, July 27]. Till denied the project existed, but said, “As we approach the new millennium, with the convergence of hardware and software and the Internet, of course a company like Sony is thinking of what the brand should stand for in the new digital era.”
No budget for Mullen’s work was disclosed.
Asked if the Sony branding assignment could lead to the development of advertising, Till said, “We’ll have to see. It’s still in the early stages We’ll probably use them for all sorts of things.”
Till joined Sony recently after a five-year stint with Disney in Paris, where she helped to turn around EuroDisney and launched Disney Interactive in France.
Mullen’s branding work for Nickelodeon and The Disney Channel, plus a recommendation to Till from former Disney/ABC cable boss Geraldine Laybourne, opened Sony’s door for the Wenham, Mass., shop, said Till.
Sony over the last year has consolidated about $110 million in U.S. and global ad duties at lead agency Young & Rubicam, New York.