Following intensive search and pitch, Sony Mobile – that had been working with BPG Cohn & Wolfe – has appointed Havas PR Middle East as its public relations agency for the region.

The agency will work on developing Sony Mobile’s communication strategy over the coming year, enhancing the premiere positioning of the brand, and raising awareness and equity of its leading line Xperia.

Referring to the reasons that cemented the company’s decision, Gita Ghaemmaghami, Sony Mobile’s marketing communications manager MEA, says in a press statement, “The standard of proposals we received for this contract was extremely high, but Havas PR Middle East stood out by presenting a compelling approach as well as demonstrating their deep understanding of Sony Mobile’s strategy and objectives. We are very much looking forward to working with them and confident that Havas PR Middle East will be the perfect partner for us.”

“We are delighted to be the official public relations agency for Sony Mobile and this win reinforces Havas PR Middle East’s position following recent wins of similar dimensions,” says Rachid Mtaini, regional managing director of Havas Worldwide Middle East. “Sony is an emblematic brand, which has always been at the forefront of the industry with its innovative technology. We look forward to working with Sony Mobile to take its communications to the next level and reinforce such an iconic brand, whose reputation for innovation is second to none,” he adds.

The contractual commencement date was on 14th December.

Sony Mobile Communications Middle East and Africa is the official regional operation of the Tokyo based Sony Corporation subsidiary Sony Mobile. Sony Mobile MEA mandate covers the Middle East and Africa.