Sony divides regional creative

Regional - Sony Electronics APAC has split its regional creative business between Bates141 and 10AM following Young & Rubicam's resignation of the account in April.

According to a Sony spokesperson, the account is shared due to the strengths both agencies showcased, and were selected based on their good track record, in-depth strategic analysis, creative strategies, as well as strength of the working team for Sony.

Bates141 will now handle creative for Sony's Bravia and Home AV products while 10AM does for the Communications Digital Imaging division. The main role for the two agencies is to set the communication strategy and produce advertising executions for their respective categories.