MediaCom delight as Sony awards $2.5bn global media business | M&M Global

MediaCom delight as Sony awards $2.5bn global media business

Sony has concluded the seven-month review of its estimated $2.5bn global media planning and buying arrangements, with UM and MediaCom picking up the bulk of the work.

Sony

According to an Adweek report, MediaCom is the biggest winner from the review, winning the business for Sony PlayStation from Carat and OMD. The GroupM agency has also retained the global account for Sony Mobile, and gained the work for the brand’s electronics division.

IPG Mediabrands’ UM will, however, be satisfied that it has retained the business for Sony Entertainment in North America and beyond, which represents a sizeable chunk of its spend in the US.

It is believed that Carat is no longer a part of Sony’s roster of agencies; OMD is understood to have retained the business for Sony Entertainment in Europe and some markets in Asia.

Neither Sony nor MediaCom or UM could not be reached at the time of publishing.

In May, Sony became the latest leading global advertiser to announce a review of its media planning and buying arrangements

Read our recent report about the winners and losers from last year’s ‘Mediapalooza’ and why so many clients decided to put their accounts up for pitch.

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