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.