Sony unit assigns TBWA European business

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BRUSSELS--Sony Broadcast & Professional Europe has appointed the Amsterdam office of TBWA Worldwide to handle all its advertising.

TBWA will manage "all Sony BPE's above-the-line work," says General Manager for Marketing Communications Jennifer Berry. Sony BPE's totalcommunications budget is $37 million, including a media budget of $7.4 million.

The agency's first task will be to produce TV and print ads for Sony's video-conferencing products. The ads will run in the U.K., the Netherlands, Sweden, Spain and Switzerland between September and November this year.

The budget for the video-conferencing campaign could grow. "Sony is signing deals with European telecom companies to bring down the up front investment needed in video conferencing," says TBWA Account Director Mark Cunningham. "We expect this part of the budget to grow next year as more countries and telecoms companies come on stream."

TBWA is preparing work for three other product ranges: professional audio equipment, professional video equipment and broadcast systems.

Copyright May 2000, Crain Communications Inc.

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