MUMBAI: Sony India has appointed McCann World Group as its new creative agency in India after an extensive selection process.

McCann will be responsible for planning and executing 360-degree creative branding mandate for the overall brand. The contract signed for a period of two years will involve the agency performing all creative duties from making a TVC to branding at retail.

"Our decision to appoint McCann World Group follows an extensive selection process whereby we reviewed presentations from some of the leading agencies in India. The re-pitch journey is a platform for us to assess and examine the latest market scenario,” said Sony India head of marketing communication and retail Yuichi Hasegawa.

Hasegawa further said, “The evaluation criterion ranging from creative inputs to execution ideas enabled us to take the final decision on the choice of agency. We look forward to working with McCann, an agency which understands the Sony as a premium brand and which has developed a reputation for creating powerful advertising that engages consumers. We believe McCann can help us take the leap in our creative strategy.”

McCann World Group CEO and chief creative officer Prasoon Joshi said, “Pitching for Sony was a brilliant experience. There was clarity in the Company's vision and deliverables right from the beginning and am happy that we at McCann could put our expertise and talents together to win their trust.We are looking forward to doing some meaningful work together.”