OMD WINS SIEMENS AND SONY EUROPE MEDIA ACCOUNTS

Estimated Total of Awards Is $600 Million

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NEW YORK (AdAge.com) -- Omnicom Group's OMD has won the $100 million global media account for Siemens mobile phones and the consolidated $500 million Sony Music Entertainment, Sony Pictures and Sony Consumer Electronics media buying business across Europe, according to executives with knowledge of the reviews.

The two account wins come less then two weeks after OMD was reported to have lost the $600 million Gillette Co. global media account.

Siemens account
OMD won the Siemens business in a final shootout against Aegis Group's Carat, according to sources. Siemens executives did not respond to requests for an interview. Executives at OMD and Carat declined to comment.

Siemens previous media

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roster agencies included Publicis Groupe's Optimedia in the U.K., France, Argentina and Austria, and WPP Group's Mediaedge:CIA in Germany. Siemens ranks second in the European mobile phone market with a market share of 15.8% -- Nokia ranks first with 48.3%, while Motorola and Samsung each hold 8.1%.

Sony account
In the Sony review, OMD faced off against Zenith Optimedia Group, which is owned jointly by Publicis Groupe and Cordiant Communications Group, and WPP Group's MindShare, which last month picked up Gillette's $600 million global media business, part of which had been with OMD.

A Sony spokesman declined to comment.

OMD was the incumbent for Sony Corp.'s consumer electronics division, while Zenith handled the Columbia TriStar theatrical account. MindShare will continue to service the marketer's computer entertainment business in Europe, including that for the PlayStation video game.

In February, Sony Corp. of America awarded the North American portion of its media business for Sony Electronics, Sony Music Entertainment, Sony Pictures Entertainment and Sony Canada, worth approximately $600 million, to Interpublic Group of Cos.' Universal McCann, New York.

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Dagmar Mussey contributed to this report.