Sony Consolidates Media Agency Business with OMD, UM and Mediacom

What: Sony has completed much of its media agency business review. The assignments were divided among incumbents WPP’s MediaCom, Interpublic Group’s UM, and Omnicom’s OMD.
Why it matters: Sony spent US$620.3 million on U.S. measured media in 2014.The global review spanned Sony Pictures, Sony Electronics, Sony Mobile Communications, Sony Music and Sony Playstation.

u24Glc4J_400x400Sony has completed much of its media agency business review. The assignments were divided among incumbents WPP’s MediaCom, Interpublic Group’s UM, and Omnicom’s OMD.

The global review, which began in May, spanned Sony Pictures, Sony Electronics, Sony Mobile Communications, Sony Music and Sony Playstation. Sony Pictures will retain UM in North America and other markets, and add OMD in more international markets, Adage reports.

Playstation and Mobile will consolidate its global business with MediaCom, which also wins electronics in international markets. Carat and OMD had previously handled parts of PlayStation.

Sony Music and Electronics’ agency homes haven’t been decided yet. Dentsu’s Carat, another incumbent, was not assigned anything but sources familiar with the review said the agency may get Sony Music and Electronics assignments for the North America region, which are still pending.

Sony spent US$620.3 million on U.S. measured media in 2014.In 2015, Sony joined Procter & Gamble, Unilever, L'Oreal, Coca-Cola, 21st Century Fox and Volkswagen, among many more, in reviewing their media agency business.

Join us at the HISPANIC SPORTS MARKETING FORUM.. The first day of #Portada16 (Sept. 14, 2016 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding Hispanic demographic!


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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