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 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 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 multicultural demographic!


Editorial Staff

Portada Staff

MORE FROM PORTADA

RANKING: Top 10 Gaming Sites Most Visited by US Hispanics

RANKING: Top 10 Gaming Sites Most Visited by US Hispanics

Which gaming sites do US Hispanics prefer? What is most important to them? How are users spread out within this category? Read on for the answers to these questions, drawn from comScore’s March 2017 ranking.



Chrysler Brand Launches “Hero” Campaign for Hispanic Market

Chrysler Brand Launches “Hero” Campaign for Hispanic Market

Chrysler unveils its' latest brand campaign “Hero,” specifically developed and created for Hispanic market, for the all-new minivan Chrysler Pacifica.Spot will air in top Hispanic markets including Chicago, Dallas, Houston, Los Angeles, Miami and more.