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.

Source:
Campaign Asia

Related Articles

Just Published

16 hours ago

The madness of US election advertising, where it's ...

The shift from a “craft” approach to a “factory” approach in political advertising is now complete, with ad-makers throwing everything at the wall to see what sticks, says Éric Blais in his latest Free to Disagree column

19 hours ago

Amazon ad revenue growth outpaced retail sales in Q3

CEO Andy Jassy noted sponsored product offering saw “meaningful” growth in the quarter due to increased ad relevance and optimization.

2 days ago

Indonesia bans iPhone 16 sales over lack of local ...

Marketing and sale of Apple's latest phones have been blocked in Indonesia after the tech giant failed to comply with regulations requiring 40% of smartphones to be made from local parts.

2 days ago

Is Publicis’ dismissal of staff for return-to-office...

Adland weighs in on where the flexible working debate is heading.