Sony surprises agencies with shortlist

SINGAPORE - Sony has surprised agencies by opting to shortlist contenders for its regional media review, following initial expectations of a final decision in early October after one round of pitching.

by | 10/24/2007

It is believed that MEC and OMD have advanced to the next round, following an initial phase that also included ZenithOptimedia and Universal McCann. All agencies declined to comment when contacted.

The regional review began in August (Media 24 July) and consolidates multiple divisions at Sony, including electronics.

Separately, ZenithOptimedia sibling Starcom is pitching against MindShare for Samsung’s global, US$700 million media brief.