Winkler Lands New Work for Sony, Sendmail

Sony Electronics has further expanded its relationship with Winkler Advertising, awarding the shop a new assignment to support its Recording Media and Energy Group (RMEG).
Winkler has been asked to create a special presentation to promote RMEG’s products at the National Association of Broadcasters’ convention in Las Vegas in April. The agency will follow up that work with online and national print campaigns for various Sony recording products such as audio cassettes and VHS tapes.
Billings for the assignment were not disclosed.
Winkler already handles ads for Sony’s new HiFD data storage product. The shop won that estimated $20 million assignment last year, after a review [Adweek, May 20].
“We are pleased that Sony keeps giving us more business-to-business work,” said Pat Marcoccia, partner and creative director at Winkler.
Separately, the agency has been awarded a $1-3 million account from Sendmail, an Emeryville, Calif.-based provider of Unix email and messaging software, Marcoccia said. The shop won the business following a pitch against East Bay agency Shugart Matson Young.
“We picked Winkler because we like their ability to add emotional components to technological products,” said Richard Guth, vice president of marketing for Sendmail.
Initially, Winkler will create an online campaign targeted primarily at the Internet service provider community, said Guth. The shop will later develop a consumer-oriented outdoor and print campaign to promote Sendmail Pro, the commercial version of Sendmail’s software, he added.
Also, sources said Winkler and RenoAir have moved to a month-to-month fee arrangement and may soon part ways. RenoAir was recently acquired by American Airlines, and sources said it is unclear whether the RenoAir brand will be retained or if American will keep the account at Winkler. The business is worth an estimated $10 million.