The GroupM agency secured the business, worth an estimated US$150 million, following a final round of pitching against OMD (Media, 15 December). The four-month long review also included ZenithOptimedia and Universal McCann.
The business was previously handled primarily by Starcom, which recently won Samsung’s global media brief.
The business was previously handled primarily by Starcom, which recently won Samsung’s global media brief.
“MEC was stronger on cost, local market performance and overall regional performance,” said a Sony spokesperson. The assignment covers China, Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam.
However, Sony declined to comment on the fate of the India business, which was included in the pitch. Sony India’s media business shifted to Lintas in early 2006. “Formal discussions are ongoing with Sony India,” said a source. “It’s just taking a slightly longer time.”
While MEC South/Southeast Asia CEO Stephen Li noted it was too early to pinpoint the ramifications, the account shift is expected to see in excess of 100 people assigned to the business across Asia. “A large part (of the assignment) will be ensuring the Sony message rings through loud and clear,” added Li.
While Sony declined to comment on the company’s media engagement strategy for the year ahead, a source close to the business said that Sony’s challenge revolves around “making sure brand associations are in keeping with what the brand wants to be, while balancing that with the individual sales needs of the Sony corporation”.
“MEC’s issue is making sure it can achieve reach and frequency requirements from a sales level, and achieving associations that help the brand move up,” added the source.
“Certain Sony brands have greater appreciation for media engagement, such as the more youth-oriented brands such as PlayStation, Walkman, PSP and Cybershot.”
