The other agencies pitching were Ogilvy & Mather Worldwide, DDB Worldwide and Dentsu, Young & Rubicam.
Spending was not disclosed. Media buying will be handled by CIA Medianetwork in Singapore and by other parties regionally.
"We are absolutely thrilled to be associated with such a terrific brand. We have never worked with Sony before in this region," says John Roberts, CEO-region director for Saatchi Asia Pacific.
The WEGA flat screen TV was launched in Singapore in January 1998 with the help of local agency Sil Ad.
Copyright August 1999, Crain Communications Inc.