Sony Places Pan-European Business with Lowe

LONDON – Sony has bypassed its U.K. agency, Bartle Bogle Hegarty, and appointed rival shop Lowe Howard-Spink to handle a pan-European project. Moves are thought to be afoot to gradually supplant Sony’s local agencies in favor of an increasingly European approach. Lowe pitched the business against several top-notch agencies, including Abbott Mead Vickers BBDO and BMP DDB Needham.
Copyright Adweek L.P. (1993)