Hakuhodo Percept wins Sony's creative mandate

The incumbent agency for the Rs 100-cr business is JWT. The win followed a multi-agency pitch

Neha Saraiya | Delhi | February 22, 2012

In one of the largest creative businesses changing hands, Japanese consumer electronics major, Sony India, has assigned its creative duties to Hakuhodo Percept. The incumbent agency is JWT. The estimated account size is around Rs 100 crore.

According to company officials, the pitch witnessed participation from eight agencies. Among the agencies in the fray included Denstu, Hakuhodo Percept, Lowe Lintas, BBDO, JWT, Contract Advertising and Law & Kenneth.

The pitch was called during November-December last year.

Ryusuke Fukushima, Deputy General Manager, Marketing Communication, Sony India, said, “At Sony we don't simply create products; we create real experiences and emotions. Imagination is at the core of our brand, and with each and every communication of Sony, we aim to inspire and unlock the power of imagination of our audiences.”

He added, “We wanted to revisit our creative mandate and partner with a firm which demonstrates the immersive Sony experience and showcases its DNA comprising essence, promise and purpose. Hakuhodo Percept's understanding of this industry, their skill in going beyond the brief and the ability to translate consumer insights into unique media touch points made us choose them as our creative partner for a unified Sony approach.”

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