Former Panasonic Boys bobs up at Sony ad agency

By Matthew Henry

SYDNEY: Former Panasonic Australia retail communications product manager, Tim Boys, has defected to rival electronics brand Sony and will head up the company’s advertising account with agency Euro RSCG 4D, starting next Monday.

Panasonic announced Boys’ departure earlier this week and industry rumours that he had joined Sony were confirmed in a statement made by Euro RSCG 4D Australia CEO, Brendan Tansey.

“Tim is a brand specialist highly experienced in launching and developing premium brands and businesses,” said Tansey.

“He has over nine years experience with significant global brands and the depth of his knowledge and understanding of this particular market will of course forge new heights for our team.”

Boys will oversee Sony’s advertising activities in Australia as an employee of Euro RSCG 4D, a multinational advertising and marketing firm and Sony’s local agent.

Sony Australia corporate marketing communications group manager, Tim Rich, also welcomed his former rival in the cut-throat consumer electronics category to the Sony fold.

“We are delighted to welcome Tim to the Sony agency team in his new position as group account director at Euro 4D.  His experience and industry knowledge will be invaluable to our business moving through 2007 and beyond,” said Rich.

Boys was hired for his specialist consumer electronics industry knowledge, but his marketing experience also extends across the automotive, financial services and consumer electronics industries with former brands he has worked with including Lloyds TSB, Volkswagen and Audi.

“I’m looking forward to joining Euro RSCG 4D and particularly working on Sony’s account.  This environment will deepen my marketing and management experience in an industry aligned with my passion,” said Boys.

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