How many is too many?

How many agencies does the average brand need?

Ask an old school adman and he'll tell you just one.

Chances are these days it more likely to be a couple.

But I doubt anyone reading this could guess how many agencies Sony work with in the UK.

Believe it or not it's 130. And no that's not a typo!

Rumour has it Sony are looking to whittle those 130 UK agencies down to just a handful.

Carl Pring, head of UK brand and advertising, told Marketing magazine that Sony UK wanted "consistency in its marketing activities."

Given that Fallon do most of the high profile Sony work, what on earth do the other 129 agencies work on?