SONY DIVISION GOES WITH ONE AGENCY
By Adnews Staff
Sony of Canada's Computer and Personal Information Division has decided it's better to work with one agency full-time than to hire shops on a project basis. The company hired Strategic/Ampersand of Toronto recently to handle all of its marketing needs, including advertising, public relations, communications with retailers and collateral materials. The agency won a competition with five other shops because "their in-depth industry knowledge and attention to detail would best suit our marketing communications challenges," CPI general manager Steve Murray says in a release. Sony decided that one agency working regularly on the account would get to know the company better, and this would result in better service and results, Murray told Adnews this week. Sony markets a range of multimedia, display and storage products, including monitors, digital data storage products and CD-ROM and CD-R drives.