Sony Interactive Entertainment, which markets the Sony PlayStation game console and related products has appointed GroupM’s EssenceMediacom as its global media agency.
The client spends an estimated $170 million worldwide, according to agency research firm COMvergence.
The award keeps the assignment in the GroupM family. MediaCom was awarded the account in 2016.
Earlier this year, WPP announced that MediaCom would be merging with sibling agency Essence, a combination that will be finalized in 2023.
While EssenceMediacom will service most markets there are two exceptions.
SIE noted that Dentsu would continue to handle media in Japan and agency David retains its media assignment for Brazil.
SIC confirmed the appointments without further comment.