Young & Rubicam Gets Major Global Assignment from Sony

Young & Rubicam has been awarded a global branding project from Sony Corp., sources said.
Ted Bell, Y&R’s vice chairman and worldwide creative director, confirmed that he met with Sony officials in Tokyo and that “the discussions were fruitful.”
“We are moving ahead,” Bell said, adding, “we haven’t shot anything yet.”
Lowe & Partners/SMS in New York is Sony’s U.S. agency. Y&R does work for Sony in Asia through Dentsu, Young & Rubicam. Sony does not currently have a global agency.
Sources said the campaign will include print and TV ads based on “imagination.”