Wieden, Sony Finalizing Deal for Aiwa Account

LOS ANGELES Sony Corp. is in final negotiations with Wieden + Kennedy following a review for its estimated $50 million global Aiwa ad account, a client representative confirmed.

The shop’s London office contended for the account against agencies including Fallon in Minneapolis and London, Strawberry Frog in Amsterdam, and a team of TBWA in London, sources said.

Sony acquired Aiwa in December and has been attempting to renew the brand. The client has said it sees Aiwa as a brand targeted mainly at young people that offers simple and easy-to-use products.

Last November, Sony created the Aiwa Strategic Accounts Partnership in San Diego to handle sales and marketing of Aiwa products.

In Japan, America and Europe, which are mature markets for audiovisual products, the client plans to emphasize products such as digital still cameras which can connect to PCs. In Latin America, Asia and the Middle East, which the client sees as growth markets, Aiwa is expected to work to strengthen its basic product appeal.