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Naked appointed lead agency on Sony

Sony is re-organising its agency roster, appointing Naked Communications as the lead ahead of creative agencies Saatchi & Saatchi, Euro RSCG, media agency Starcom and PR shop Hausman. Sony has had a large roster to date, but had no lead agency to develop an overarching strategy.

The reshuffle, according to an article in The Australian, is part of a plan instigated by new marketing head Simon Hovell to move the Japanese electronics maker away from a focus on short-term sales towards more strategic projects.

Mike Wilson, the managing partner at Naked who runs the Sony business, told Mumbrella that the move would see Sony take a more strategic approach to retail, and a more integrated approach to communications “from the lounge room to the shop floor.”

Wilson added that the agency had no ambitions to do creative work for Sony, which it has increasingly done on other clients. “We’re very respectful of the roles of other agencies. One of Naked’s strengths is collaboration with other agencies,” he said.

Naked is also the lead agency on Twinings, 42Below Vodka and some Unilever brands in the personal care category.

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