Sony seeks new agency partner to promote headphones range

Japanese electronics giant Sony is on the lookout for a new comms agency partner to help promote its range of headphones.

The company is sounding out London agencies about the prospect of working together on global campaigns for its valuable headphones business, which is facing increasing competition from the Beats and Bose brands, reports Campaign.

Additionally, the firm is looking for an agency to help promote its Bravia TVs as part of an ongoing revamp of its PR strategy. It moved the bulk of its global media activity to MediaCom earlier this year.

DDB Germany currently holds Sony's consumer electronics business, which was previously held by Adam & Eve/DDB.

Sony's actions come in response to the growing market dominance of the Apple-owned Beats brand, which has run high-profile advertising spots developed by R/GA London starring famous athletes that feature during top sporting events.

Bose has also been able to increase its market profile since hiring Grey London as an agency partner at the end of last year.

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