SONY DROPS GAMES UNITS FROM $500 MILLION MEDIA REVIEW

Universal McCann, PHD Battle for Consolidated U.S. Account

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NEW YORK (AdAge.com) -- Sony Computer Entertainment's media buying and planning business has been dropped from Sony Corp.'s estimated $500 million U.S. media review, according to a company representative.

The move appears

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to signal a final decision will favor Universal McCann. The Interpublic Group of Cos.' media shop handles Microsoft Corp.'s Xbox account, which is a direct conflict with Sony's PlayStation games. The PlayStation account will remain with Omnicom Group's OMD.

Sibling Omnicom agency PHD is battling against Universal McCann to win the consolidated assignment, which now includes only Sony Electronics, Sony Music and Sony Pictures Entertainment.

According to Taylor Nelson Sofres' CMR, Sony spent $30 million on measured media for PlayStation from January to October last year.

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