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Sony, With $100-125 Mil., Seeks Ally in 'Battle for Digital Future'NEW YORK Sony Electronics' RFP last week told agencies that "digital technologies are in their infancy and the battle for the digital future is far from over." Select Resources International in Santa Monica, Calif., sent the questionnaire for the $100-125 million U.S. creative account to at least 12 shops. Responses are due tomorrow. The RFP also states that Sony's PlayStation is not part of the review, nor is media, which is handled by IPG's Universal McCann. Shops contacted include IPG's TM Advertising in Irving, Texas, Mullen in Wenham, Mass., Carmichael Lynch in Minneapolis, Deutsch and Foote Cone & Belding, both New York; Omnicom's BBDO in New York; Publicis' Fallon in Minneapolis and Leo Burnett in Chicago; MDC's Crispin, Porter & Bogusky in Miami and kirshenbaum bond + partners in New York; and Havas' Euro RSCG in New York. Sony parted ways with WPP's Young & Rubicam in early February. Neither Sony, SRI nor the shops were available for comment.Kia Amps Up Dealer Support With 13 Davidandgoliath Spots Kia is turning its showroom support up to "11" with 13 new TV spots employing deadpan, Spinal Tap-inspired humor. The effort, via davidandgoliath in Santa Monica, Calif., responds to a request from dealers for ads crafted specifically for them, a Kia exec said. In the past, dealers have had to repurpose brand spots. Several ads do not show the cars at all, leaving room for product-specific tags that dealer groups can add. One shows an employee slumping into his boss's office with a look of dread. "Davis," says the boss, gazing out the window at the parking lot, "It's bonus time." He hands a set of car keys to the staffer, as we see the vehicle: a '70s-era wreck. "Isn't that your car, sir?" he asks. "Not anymore," says the boss. Kia will also revisit KiaFest in April with ads featuring a dealership-turned-rock-arena.TBWA\C\D to Unveil First TV Work for PlayStation Portable The first broadcast work for the Sony PlayStation Portable breaks Wednesday, the company said. The campaign was created by Omnicom's TBWA\Chiat\Day in Playa del Rey, Calif. One ad begins with the device being "born" in the factory and shows its point of view while it is unwrapped. The camera then follows the owners through the places they can take it. A second spot demonstrates the variety of entertainment experiences the PlayStation Portable offers when it morphs into various game, movie and music characters. Print, outdoor and Internet ads also break this week. The budget was not disclosed.Saatchi Hires Senior Account Director for General MillsNEW YORK Publicis' Saatchi & Saatchi on Friday hired a new senior group account director on its General Mills account: Joe Belmonte, former managing partner at IPG's Amster Yard and group account director at Omnicom's DDB. Belmonte, who starts April 1, becomes the senior-most account hand on the business, under New York CEO Mary Baglivo. His hire, which coincided with the promotion of seven account staffers, comes a month after the exit of Mike Burns, worldwide account director on General Mills. Three days after Burns split, 17 staffers who collectively represented about a third of Saatchi's General Mills team walked out. They were all hired by rival IPG two weeks ago, and Saatchi is suing Burns on claims of breach of contract, breach of fiduciary duty and breach of the duty of loyalty.News RoundupEarthLink said it has shifted its estimated $75 million media account from independent Horizon Media in New York to Publicis' Media Vest USA, also in New York. … Radio Shack has confirmed four finalists vying for creative chores on its $250 million account: Omnicom's TBWA\Chiat\Day in Playa del Rey, Calif.; Havas' Arnold in Boston; and IPG's Deutsch/LA in Marina del Rey, Calif., and Carmichael Lynch of Minneapolis. … Marshalls last week split with its creative partner of 14 years, IPG's Hill, Holliday, Connors, Cosmopulos in Boston. Pile and Co. will handle the review for the $35 million account. ... Church & Dwight confirmed that it has awarded creative duties on its Trojan condom brand to Publicis' The Kaplan Thaler Group in New York. Ads had been created in-house. Sources estimated media spending at $15 million, up from $10 million last year, according to Nielsen Monitor-Plus.

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