According to sources, MediaCom has won Sony Mobile in Europe, Southeast Asia, Australia and New Zealand. MEC retained Sony Electronics in Asia while MediaCom picked it up in Europe, the Middle East and Africa.
It is believed that Sony only conducted a review in certain markets. Aegis and certain Omnicom Media Group agencies also pitched for the account, a source added.
MediaCom and MEC could not be reached for comment.
In 2011, Sony had picked OMD to handle its media planning and buying for all Sony Electronics brands in Asia-Pacific, excluding India and Australia. Prior to that, MEC was appointed to the Sony account in 2007.
Earlier this year, Sony Electronics consolidated its PR work under Burson-Marsteller as its AOR for its US consumer electronics business.
