Sony has completed most of the global media review it began last May. The assignments were divided among WPP’s MediaCom, Interpublic Group’s UM, and Omnicom’s OMD. All three were incumbents.
So far, Dentsu’s Carat -- also an incumbent -- has come away empty-handed, but sources stressed that Sony Music and Electronics assignments for the North America region are still pending and it’s possible the agency could be awarded one or both pieces of business.
The company spends more than $600 million annually on ads in the U.S., per Kantar media. Estimates on total global spending hover in the $2.5 billion range. The largest part of that budget is for Sony Pictures Entertainment.
UM has been retained to handle Sony Pictures Entertainment in North America and other markets. OMD retained SPE in Europe, The Middle East and Africa and added Asia-Pacific.
MediaCom, which previously had a Sony mobile assignment, has been selected to handle the client’s mobile and PlayStation businesses globally and the firm’s electronics business outside the U.S. Carat and OMD had previously handled parts of PlayStation.