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.
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.
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