Byravee Iyer
Apr 17, 2013

Sony begins media agency review for consumer electronics business

GLOBAL - Japanese multinational Sony's consumer electronics business has begun a review for its media buying and planning, according to industry executives.

Sony begins media agency review for consumer electronics business

Interpublic’s Universal McCann, MEC and Carat are believed to be pitching for the account, according to a source familiar with the pitch. Campaign Asia-Pacific could not confirm their participation before publication. 

"We periodically review our current media-agency assignments," said Yuki Shima, a spokesperson for Sony. "For the purpose of confidentiality, we implement non-disclosure agreements with our media agency partners. Consequently we are unable to respond to your inquiry."

Sony’s consumer electronics business was previously handled by IPG Initiative, while its mobile handset division was managed by OMD. Both businesses were consolidated under Initiative in early March.

In 2011, Sony picked OMD to handle its media planning and buying for all Sony Electronic brands in Asia-Pacific, excluding India and Australia. At the time, the business in Asia, excluding India and Australia, was estimated to be worth between US$130 million and $175 million. Prior to that, MEC was appointed to the Sony account in 2007.

The move comes quick on the heels of Sony Electonics consolidating its PR work under Burson-Marsteller as its AOR for its US consumer electronics business. Sony Mobile Communications has meanwhile called a PR pitch across Southeast Asia and Oceania, including Singapore, Malaysia, Indonesia, Thailand, Australia, the Philippines, Vietnam and Cambodia.

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