Sony Tests Concepts From Shops

NEW YORK At least four agencies are awaiting the test results of creative presentations they made to Sony executives within the last two weeks, sources said.

WPP Group’s Berlin Cameron United, its sibling Young & Rubicam and Interpublic Group’s DraftFCB, all New York, and Publicis Groupe’s Fallon in London are among the agencies that met with the client for initial discussions about two months ago, sources said. Fallon advertises Sony in Europe and Japan.

Executives at the shops either could not be reached for comment or referred calls to Sony, where no representatives would immediately elaborate.

Sources did not know the scope of the assignment beyond the client’s desire for a global concept and said projected spending was undetermined.

Sony spent $145 million in U.S. media last year on its consumer electronics business alone, per Nielsen Monitor-Plus

The client confirmed that it is looking for a global corporate brand campaign, saying in a statement: “Following a comprehensive global brand analysis by Wolff Olins, we are beginning to explore the possibility of a new branding campaign for Sony. Sony’s brand is one of the company’s greatest assets, and through this project we hope to achieve maximum leverage for Sony’s businesses, individually and collectively.”

Omnicom Group owns Wolff Olins.

Other agencies on its roster include Havas’ McKinney in Durham, N.C., Bagby in Chicago, Cimarron Group and Ignited Minds, both in Los Angeles, and StrawberryFrog in New York, which represents some SonyEricsson business. IPG’s Universal McCann handles media in the U.S., while Omnicom Group’s OMD performs media chores in Europe.