Sony Corp. Thursday named WPP's Mediaedge:cia unit to handle the $250 million-plus media planning and buying account for its Sony electronics business in Asia, excluding Japan. The decision, which
follows a four-month pitch that included incumbent Publicis and contender OMD, caps off a huge year for Mediaedge:cia that included its win of AT&T's global media account. The move is part of an
ongoing effort by Sony to consolidate its media planning and buying across its various operations on a regional basis since 2002. Agencies of record include Dentsu for Japan, Universal McCann for
North America, and OMD in European markets.
