Bartle, Bogle, Hegarty as its new lead creative agency, after what sounds like a complicated (and crowded) selection process. For the past six years, Sony's lead agency has been Deutsch L.A., the team behind none other than Kevin Butler and the famous "Michael" ad. But after chatting with Deutsch and other cool-sounding firms like 180LA and Anomaly, Sony selected Bartle, Bogle, Hegarty New York to deliver its future message.
BBH has an impressive portfolio of work, including the Axe Astronaut campaign you may have seen during the Super Bowl last week. Why did Sony switch horses after so long? Oh, we don't know – maybe they have a big new announcement in the works they want advertised just the right way.