Dive Brief:
- Like many major brands, Sony reviewed its media agency relationships. The conglomerate ended up consolidating those accounts leaving MediaCom and Interpublic Group’s UM with most of that business.
- According to Ad Age, MediaCom will handle Playstation, Mobile and electronics globally, while UM will keep Sony Pictures in North America and other markets.
- Sony spent $620.3 in U.S. measure media in 2014.
Dive Insight:
The review starting in May included MediaCom, UM, OMD and Carat. MediaCom won the Playstation account from OMD and Carat, a move that left Carat out of the mix altogether. OMD retained Sony Entertainment in most of Europe and Asia, according to Adweek sources.
Sony went all-into the mobile marketplace in 2012 when it bought Ericsson’s 50% piece of Sony Ericsson Mobile Communications, which it rebranded Sony Mobile Communications.
Last year set records for agency reviews by major brands with billions of dollars put up at stake by large brands including Procter & Gamble, Unilever, AB InBev and others, including Sony. The review challenged the brand/agency relationship model, and also put media on notice that brands would be seeking better deals rather than just acquiesce to market rates. The at least $26 billion in agency accounts that went under review exceeded the previous three years combined.