Adam & Eve/DDB has picked up the estimated £50 million pan-European ad account for Sony Electronics.
The agency won the business, which will be run from its London headquarters, after a competitive pitch.
The incumbent was McCann London.
Sony called a review of the creative account in November last year.
In 2013, McCann created "volcano" to promote Sony’s 4K TVs. The spot echoed the award-winning "balls", by Fallon in 2005, but featured petals instead.
In May, Sony shifted its global advertising business for Sony Mobile from McCann London to Adam & Eve/DDB as part of a shake-up of its global agency relationships.
The company also handed the global media planning account for its mobile arm and the European media business for its electronics division to MediaCom after a competitive pitch process.
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