Global Brand Campaign Assignment for Sony Awarded to Omnicom Group Inc.'s 180 Amsterdam


Sony Corporation announced today that 180 Amsterdam has been awarded a special global brand campaign assignment. The decision follows a comprehensive agency search that began in August and included many of the major advertising holding companies.

The assignment is independent of Sony's other product-related marketing activities around the globe, but will seek to create and capitalize on a single, powerful idea that will be used to capture and invigorate the Sony brand across the company worldwide, while connecting consumers to the full world of Sony. Expected spending and specific timing for the campaign were not disclosed.

"We look forward to working with 180 on this unique assignment and to tapping into their creative energy," said Andrew House, Chief Marketing Officer for Sony Corporation. "Sony's brand is one of the company's greatest assets, and through this project we hope to reinforce our strengths and achieve maximum leverage for all of our businesses, individually and collectively."

180, which sold a majority equity stake to Omnicom Group Inc. last month, will utilize the results of a comprehensive global brand analysis by Wolff Olins conducted for Sony earlier this year to inform its creative efforts. Further, Sony is likely to benefit from the synergies arising out of the work being done by 180 and BBDO New York, in tandem, as creative agencies of record for Sony's U.S. electronics business. Both Wolff Olins and BBDO are also part of Omnicom Group.

"Sony is one of the true global power brands," said Alex Melvin, Managing Partner of 180 Amsterdam. "It is a huge honor to be asked to contribute ideas at this level."

180 Amsterdam is one of the most award-winning agencies in the world. The agency's philosophy includes creating big ideas that cross cultural and geographic boundaries.

Sony Corporation, headquartered in Tokyo, is a leading manufacturer of audio, video, communications, and information technology products for the consumer and professional markets. Its music, motion picture, television, computer entertainment, and online businesses make Sony one of the most comprehensive entertainment companies in the world. Sony's principal U.S. businesses include Sony Electronics Inc., Sony Pictures Entertainment Inc., Sony Computer Entertainment America Inc., and a 50% interest in Sony BMG Music Entertainment, one of the largest recorded music companies in the world. Sony recorded consolidated annual sales of approximately $64 billion for the fiscal year ended March 31, 2006, and it employs 158,500 people worldwide. For more information visit

SOURCE: Sony Corporation

CONTACT: Lisa Davis of Sony Corporation of America, +1-212-833-6033,

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