By Kevin McCauley
Sony Electronics awarded its U.S. PR and social media business to Atomic PR, which is part of Huntworth’s flagship Grayling, following a shoot-out between full-service agencies and digital/social media shops.
An Atomic staffer declined to give the budget for the work, but noted that the amount is “truly significant and consistent with mass market products lines from a world-class brand.”
The account covers Sony products such as personal computers, tablets, cameras, home theater, audio products plus stores.
Atomic bagged the business because of its “refreshing analytic mindset” and “most interesting creative ideas,” according to John Dolak, VP-communications at Sony Electronics.
Sony is currently wrestling with fallout from the security breach of its PlayStation online network.
CEO Howard Stringer warned the media on May 17 that Sony can’t guarantee the security of the restored system in the “bad new world” of cybercrime.
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