Fever wins UK brief to promote Sony Xperia mobile range

Fever has been handed a new contract by Sony Mobile worth around one million pounds per year.

The agency has been tasked with supporting the launch of Sony's newest Xperia smartphones, handling its UK press office and working alongside media buyer Mediacom, integrated agency Hey Human and creative firm Haygarth, reports PRWeek.

Citizen Relations has held the Sony Mobile account for several years, but Fever has won the brief following a competitive pitch in November last year.

The firm will help to promote the retail launch of the XZ Premium smartphone, as well as the Internet of Things-enabled Xperia Touch projector, both of which were unveiled at the Mobile World Congress in Barcelona earlier this year.

Paul Lucas, board director at Fever, said the agency's work will seek to harness "Sony's historic challenger mentality", saying: "From the release of the Walkman phone to the first camera phone with a flash and waterproofing smartphones, Sony has always challenged convention."

This comes after the agency also recently won new briefs with high-profile tech brands such as PlayStation, Black Tower and Logitech.

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