Sony Electronics Announces United States Creative Agency-of-Record

Alliance Between Omnicom's BBDO and 180 Will Create 'Team Sony'


Sony Electronics Inc. today announces BBDO New York and 180 will serve as its creative agency-of-record for marketing communications needs. Dubbed "Team Sony," the alliance will develop integrated strategies, programs and marketing materials for Sony Electronics' core products.

"The partnership gives Sony Electronics a unique opportunity to work with some of the industry's most creative minds," said Mike Fasulo, chief marketing officer, Sony Electronics Inc.

BBDO Worldwide is Omnicom's largest agency network with 287 offices in 77 countries. BBDO develops and executes marketing and communications plans for some of the world's best-known brands.

180 is one of the most awarded independent agencies in the world. The agency's philosophy includes creating big ideas that cross cultural and geographic boundaries. 180 will open its U.S. office in Los Angeles, where a team will be dedicated to Sony Electronics.

Sony continues its multi-year relationship with Universal McCann as media planning and buying agency-of-record in North America for various Sony entities including Sony Electronics Inc.

"For the agency, and me personally, it has been a career-long goal to work with Sony," said David Lubars, chairman and chief creative officer of BBDO North America. "We couldn't be more psyched. We're going to make sure people see Sony and its great products in the light they so richly deserve."

"180 is incredibly excited and honored to have this opportunity to work with Sony Electronics USA," said 180 co-founder and managing partner, Chris Mendola. "We look forward to working with them to replicate our unique model for developing Big Ideas that can drive all communications efforts."

Sony Electronics has been working on a project basis with Bagby & Co. in Chicago and McKinney & Silver in Durham, N.C., producing some award-winning work for its Handycam® camcorder and Bravia™ television product lines, respectively.

  CONTACT:  John Dolak
            Sony Electronics Inc.

            Marcy Cohen
            Sony Electronics Inc.

SOURCE: Sony Electronics Inc.

CONTACT: John Dolak, +1-858-942-2905,, or Marcy
Cohen, +1-201-930-6884,, both of Sony Electronics

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