Sony Splits Media Buying
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Sony has appointed bellamyhayden to develop media strategy and communications planning for its range of consumer electronics brands, while maintaining its relationship with Starcom.

Sony will continue to use Starcom Worldwide as its main media buying agency, however Tim Rich, corporate marketing & communications manager at Sony, said bellamyhayden’s appointment is intended to strengthen the electronics giant’s communications planning.

“I can confirm Sony Australia’s appointment of bellamyhayden as the media strategy agency for our consumer electronics business. As part of the global agreement, Starcom Worldwide will continue to be responsible for Sony Australia’s media buying function,” Rich said.

“With bellamyhayden on board, Sony’s focus will be on employing interesting and challenging methods to engage our consumers in the media space. We look forward to working closely with both these partners in 2006 and beyond.”

Bellamyhayden had an existing relationship with Sony after carrying out a range of project work for the company, including a review of its 2006 planning schedule.

Sony’s consumer electronics division includes the Bravia range of flat screen LCD TVs, Sony’s DVD & HD Handycams and the Sony Walkman range.Kenny Stuart, managing director of  Starcom Worldwide Sydney, said the appointment does not affect Starcom’s relationship with Sony.”It’s a planning project and doesn’t affect us. We’re still Sony’s main agency,” he said.