Independent Anomaly said it has added a "pillar client," topping incumbent Publicis Groupe shop Fallon to win the pan-European Sony Electronics account following a review.
Anomaly's New York and London offices will jointly handle the assignment. The shop's first work for the client will likely break in the first quarter of 2010, according to Jason DeLand, Anomaly partner and co-founder.
Anomaly plans a push that is "holistic in nature" and not tied to any specific media channel, DeLand said.
Sony's pan-European spending is estimated in the $80-100 million range.
DeLand said the account now becomes "a pillar client, along with Nike."
The win is especially significant because Sony is such a well-known global brand, affording the agency a high-profile platform.
Fallon's Sony work had been much praised and awarded, but DeLand said Anomaly is up for the challenge.
"From a creative-excellence standpoint, [Fallon's work] winning awards was fine," he said. Even so, "we're not thinking we have to fill these big shoes...this is about the future."
Anomaly will likely hire staff for the Sony account in London, where it opened an office six months ago -- for Nike and other clients -- that now employs 15 people, DeLand said. The shop has 75 employees in New York.
Fallon's best-known Sony efforts touted the Bravia TV line. Execs at the shop could not immediately be reached for comment. The shop's HQ office in Minneapolis this week added lead agency status on Chrysler, supplanting longtime incumbent BBDO.
