Sony Music Entertainment has formed a pan-European creative agency with international marketing agency Exposure.

The joint venture, named SBX, aims to develop artist endorsements, synch deals, product placement, live performances, ad-funded programming and online marketing for Sony artists and international brands. In a statement, Sony Music Entertainment Continental Europe COO Richard Story described SBX as "a key pillar of our new business strategy." He added: "It delivers on our mission to transform Sony Music from a record label into a global music entertainment partner for our artists and brand clients."

London-based SBX will offer strategic planning, market research, creative work and content programming to its clients. While giving preferential access to the Sony Music roster, the statement says it also plans to work with third party agencies and content providers.

Former Sony BMG Europe VP, brand entertainment and business development Marcel Engh has been named as managing director of SBX. At Sony BMG, he dealt with Exposure on recent campaigns for Tommy Hilfiger, Nokia, Levi's, Samsung, Playstation and Intel.

According to Engh: "The benefit of the two teams' experience will allow SBX to create engaging and sustainable communications for its clients, developing valuable content and delivering truly integrated campaigns at a local and international level.

Launched in 1993, Exposure's own clients include O2, Levi's, Coca Cola, Emap and Virgin. It has offices in London, New York, Los Angeles and San Francisco.