Publicis duo battle to keep Sony media brief

<P>Publicis Groupe's ZenithOptimedia and Starcom are fighting to hold on to Sony's regional media business, after the electronics giant initiated a review into the effectiveness of regional versus local media. </P> <P>According to sources, the media agencies at press-time  were in discussions to provide a group-level solution that would allow Zenith off-shoot Equinox to hold on to Sony's regional brief and Starom to maintain its grip on the local market accounts. However, one source noted: "The client is unhappy with Equinox but as Starcom has Sony in markets outside of Asia, there is an attempt to shoehorn it into (the agency) without tender.</P> <P>"One option is to look at whether there is a need for consolidation or a project-based approach. Clearly, there is a greater need for integration in the local market than what is currently there."<BR></P>