LONDON (AdAge.com) -- Sony Europe has appointed Anomaly to its $80 million advertising account after a final head-to-head pitch against the incumbent agency, Fallon.
Anomaly's New York headquarters will work closely with its London office on the business, as the latter office, which launched at the start of this year, has yet to build critical mass. The account includes all of Sony's consumer electronics brands, such as the Bravia TV, as well as the Walkman and Handycam products.
The announcement came from Ben Moore, Sony Europe's VP-communications.
Advertising Agency Register handled the pitch, which involved a selection of Europe's most-progressive agencies. In addition to Anomaly and Fallon, Naked Communications, 180 Amsterdam and Engine Group vied for the business at an earlier stage.
At the time the pitch was announced in early August, Mr. Moore said in a statement, "We have enjoyed a highly successful relationship with Fallon during the last six years. ... During that period, however, the marketing landscape has changed ... now is an appropriate time to take stock and review our agency partnerships."
The news will come as a blow to Fallon, which created the famous "Balls" spot for Sony. Anomaly, London, has until now remained firmly outside the mainstream, with the launch of a makeup range for YouTube star Lauren Luke its highest profile U.K. work to date.