By Jennifer Comiteau and Joan Voight
SAN FRANCISCO--Winkler Advertising was awarded a business-to- business ad assignment from Sony Electronics without a review, according to sources.
The San Francisco agency already handles advertising for various Sony product lines and oversees business-to-business print work for electronic equipment marketed to corporate users through the client's Business and Professional Group.
The agency's new assignment is also part of that group and involves advertising for Sony's line of high-end video equipment to corporate customers, sources said.
Winkler intends to open a New York office to service the new business, sources noted.
Previously handled by Hill, Holliday/Altschiller in New York, the estimated $10 million account represents a 50 percent increase in Sony billings for Winkler, said industry sources.
The decision was prompted by the client's desire to consolidate its advertising at fewer agencies. Sony's lead agency, Lowe & Partners/SMS in New York, was given responsibility for the client's Recording Media and Energy Group, which involves Sony tapes and batteries. That business was also formerly handled by Hill, Holliday, which was eliminated from the company's roster.
Representatives of the Park Ridge, N.J.-based client could not be contacted by press time. Winkler executives either declined comment or could not be reached.
Winkler, which launched the PC by Sony, is in production on the agency's first TV work for the client's computer division, sources said.
The agency previously had a reputation as a specialist in technology and business-to-business accounts but is now venturing into the consumer sector with Sony and other technology-oriented clients.
Winkler has also established a new interactive group. In addition to banner ads for Sony and other clients, the new group works on Web promotions for companies such as Hewlett-Packard.
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