Sony India signed a two year contract with McCann Worldgroup as its creative agency in India. The agreement will include the agency performing all creative duties, from making its TV ads, to branding and retail.
Yuichi Hasegawa, head of marketing communication and retail, Sony India, said: "Our decision to appoint McCann World Group follows an extensive selection process whereby we reviewed presentations from some of the leading agencies in India. The re-pitch journey is a platform for us to assess and examine the latest market scenario. The evaluation criterion, ranging from creative inputs to execution ideas, enabled us to take the final decision on the choice of agency."
He further added that he felt the agency understood the brand's positioning as a premium brand and that it wanted to build on a reputation of "creating powerful advertising that engages consumers."
Sony's TV ads have historically won big at awards shows, particularly its ads for its Bravia range.
Prasoon Joshi, CEO and CCO, McCann World Group, said: “Pitching for Sony was a brilliant experience. There was clarity in the company's vision and deliverables right from the beginning and am happy that we at McCann could put our expertise and talent together to win their trust.”