SINGAPORE—Japanese electronics giant Sony Electronics Asia Pacific has selected Waggener Edstrom Worldwide as its PR agency of record for Singapore. The appointment, a one year assignment subject to renewal, follows a countrywide competitive review and will cover corporate and product communications across Sony’s consumer electronics portfolio, as well as business and professional products, from notebooks and home audio systems to professional broadcast equipment.
WE will provide the company with integrated corporate communications services, including strategic and digital public relations counsel, to further engage its local consumer base.
The alliance with Sony Electronics will further enhance the agency’s foothold in the consumer lifestyle and technology industries. In addition to Sony, WE also represents brands including Sony Ericsson, Iomega and Health Promotion Board Singapore.
“While Sony Electronics is a global and well-renowned brand, we’re always looking for fresh and creative ways to reach out to our growing target audience. In selecting a communications partner, it was critical for us to find an agency that understands the evolving nature of our market to help us in our wide consumer outreach,” says Audrey Mok, head of corporate communications, Sony Electronics.