Sony Kicks Off Global Media Agency Review

Company Spent $620.3 million on U.S. Measured Media Last Year

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'Pixels,' a forthcoming Adam Sandler movie from Sony Pictures
'Pixels,' a forthcoming Adam Sandler movie from Sony Pictures

If media agencies don't have their hands full with the massive reviews already underway, they will now: Sony is the latest to set the wheels in motion for a global pitch, a spokeswoman confimed Friday morning.

"I can confirm that we are conducting a global media agency review," the spokeswoman said. "It encompasses current media agency assignments for planning and buying."

The Japanese company spent $620.3 million on U.S. measured media in 2014.

Interpublic Group's Mediabrands, which owns UM, Initiative and BPN, will likely defend its work for the entertainment and electronics goliath. The network's UM has worked with the company for over a decade and currently supports Sony Pictures, which accounts for a bulk of the company's measured media spending in the U.S., as well as various parts of its entertainment and electronics business.

In 2013, Sony awarded WPP's Mediacom global duties for mobile devices. That same year, Carat took home the North American business for mobile, adding to its existing Sony PlayStation business. Carat is part of Dentsu Aegis.

Incumbents will likely be invited to pitch along with shops owned by other holding companies, according to people familiar with the matter.

Agencies either declined to comment or couldn't be reached.

Sony Corp. in 2012 bought Ericsson's 50% stake in Sony Ericsson Mobile Communications, giving Sony 100% ownership in the wireless phone handset manufacturer. Sony Ericsson changed its name to Sony Mobile Communications.

It's gotten so busy on the review front that the question agencies have is which top marketing spenders are not putting their business up for bid this year. Sony joins Procter & Gamble, Unilever, L'Oreal, Coca-Cola, 21st Century Fox and Volkswagen, among many more.

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