Retail News: Sony Centre set for first TV push

Sony Centre is to take on Dixons and Currys in a post-Christmas campaign highlighting the quality of its products and services.

The chain - Sony's network of more than 100 stores run by independent retailers - has hired ad agency WAA to create the first TV campaign in its 22-year history.

It aims to position Sony Centre as having a greater focus on quality than rival consumer electronics retailers, which traditionally market themselves on price.

TV ads breaking at the end of December will highlight Sony's premium brand status, high-quality retail environment and good customer service.

WAA will also create local press ads to promote the chain to consumers living near its stores.

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