Sony agencies to contest global Bravia work

Sony has invited four of its agencies, including Fallon, to pitch for a global advertising campaign for its Bravia flat-panel television, according to a report in The Wall Street Journal. The WSJ claims that this month Sony will hear presentations from the various agencies it has used for regional Bravia campaigns about their ideas for supplementary global work.
Fallon, which handles Europe, will face competition from WPP's Berlin Cameron United, Crispin Porter + Bogusky and 180, which handles the US Bravia account. A Sony spokeswoman told the WSJ that its global marketing divisions are working together to "get the maximum value out of its marketing activities".
Having won Gold Lions at the Cannes Advertising Festival for its visually striking 'balls' and 'paint' Bravia ads, Fallon is in a strong position creatively, but may be hampered by the size of its network.