Category: Press release | 21st Aug 2009

HS&P and Live & Breathe launch retail marketing agency to swoop in on Consumer Electronics pitch

Sony has announced it has awarded the retail brief for its Consumer Electronics Division, previously held by Iris, to a newly-launched agency. Specialists in relationship and retail marketing respectively, HS&P and Live & Breathe have joined forces to launch Live & Breathe (London) to beat off competition from the incumbent and two other agencies. The pitch was handled by Oystercatchers and follows HS&P’s recent appointment to a major CRM brief for Sony.

Following the appointment, the tailor-made agency will be tasked with a new strategic approach to Sony’s consumer retail experience covering TV (BRAVIA and Blu-ray), audio (WALKMAN®), vision, sounds, IT (VAIO), digital imaging, design and image.

The electrical retail sector has come under increasing pressure from the dual effect of the economic climate and online retail, and the winning response addressed these factors with a vision for the future retail landscape and a different consumer experience. More specifically, Live & Breathe (London) will be tasked with bringing the Sony brand alive in-store and delivering education, experience, communication and conversion.

The client service, strategy and creative development teams will be based in London, whilst the creative production team will operate out of Leeds. In addition to this, Live & Breathe (London) will also host a dedicated ‘Team Sony’ workspace to act as a London hub for the Sony client team and its agencies.

Although specifically created for Sony, the agency will work with other multi-channel retail clients seeking cost-effective marketing services supported by strategic planning, creative excellence and database expertise.

Matthew Brown, COO of the HS&P Group explains; “The launch of Live & Breathe (London) brings together the very best strategic, creative, analytical and production resources to meet Sony’s broad needs as a major multi-channel retailer. As we examined the brief, it became clear that a unique response was required, and that the right offering simply didn’t exist in the current marketplace. Live & Breathe (London) is the answer to this, and we’re incredibly proud to say this new agency has squared up to and beaten off some of the best agencies around.”

Nick Gray, Managing Director Live & Breathe adds; “Live & Breathe London is the perfect agency answer to deliver true multi channel retail solutions by closing the gap between data and retail marketing, so delivering a virtuous retail circle putting the shopper at the heart of the solution. We are delighted to be doing this as a partnership with HS&P on behalf of Sony”

Roy Dickens Retail Director Sony Direct concludes; “We are contemplating an ever-changing retail landscape and we recognised that what we really needed was a fresh approach. We wanted an agency to invigorate and transform our retail marketing activity with great ideas that are practical to implement. The construction and consequent approach of this new agency showed us it was prepared to give this brief the energy, innovation and strategy it required.”

Author: HS&P

HS&P is an integrated relationship marketing agency. Our current clients include Diageo, Honda, Norwich & Peterborough Building Society, Norwich Union and Ted Baker.

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