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Account Pitch

Sony puts global media agency arrangements up for review

26 May 2015
Sony puts global media agency arrangements up for review

Sony is the latest leading global advertiser to announce a review of its media planning and buying arrangements, worth an estimated $2.5bn a year.

The review is believed to encompass a wide range of the company’s divisions, including Sony Pictures, Sony Mobile and Sony PlayStation.

IPG Mediabrands agency UM handles much of the brand’s global media, while WPP’s MediaCom and Dentsu Aegis Network’s Carat look share its mobile and gaming business.

A Sony spokeswoman told AdAge: “I can confirm that we are conducting a global media agency review. It encompasses current media agency assignments for planning and buying.”

Several major global advertisers have kicked off media reviews in the past few months, including Unilever, Coca-Cola, Procter & Gamble, Johnson & Johnson and Volkswagen.

VW, which spends an estimated $3bn on media worldwide, has worked with WPP’s MediaCom since first being appointed to run media in Germany in 1998.

The decision to review comes only 12 months after an announcement that it retained MediaCom as its agency of record for over 30 markets for a three-year period.

J&J, meanwhile, has confirmed it is reviewing its $2.6bn global media up for pitch, only a year after the firm handed its US account to Omnicom agency OMD.

Related stories:
21st Century Fox reviews global media agency business
Coca-Cola reviews $400m US media account
Johnnie Walker reviews global creative business

Alex Brownsell, London

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