Electronics titan Sony is reviewing its European direct marketing duties, with a view to choosing an agency to handle its consumer product range across the continent.

Sony is said to be eager to develop direct sales opportunities and cross-sell its products. Commented one insider: “Sony is moving toward an e-business model and is looking to open direct channels with customers. It is likely to want an agency with pan-European capabilities.”

The company is also understood to be evaluating the roles of agencies already on its European roster, including Claydon Heeley Jones Mason, which handles consumer products in the UK, and WWAV Rapp Collins (customer relationship management).

Overseeing the review is believed to be Sony’s senior advertising manager Tim Kaner.

News Source: CampaignLive (UK)