Sony Selects Mediacom for Global Media Business

Review Included Mobile and Electronics

By Published on .

A correction has been made in this story. See below for details.

Sony has selected WPP's Mediacom to handle media for its worldwide mobile business and support electronics in various global markets.

Sony only reviewed electronics in select markets, not including the business that IPG's UM supports in North America and India

The move to review both mobile and electronics came on the heels of an organizational shift within Sony Corp. In 2011, the company announced plans to acquire Ericsson's shares of mobile group Sony Ericsson. A year later, the Sony Ericsson group became a wholly-owned subsidiary of Sony Corp.

Omnicom's PHD won the Sony Ericsson mobile business from WPP's MEC in summer 2011. The agency did not defend the mobile business, now under the Sony Corp umbrella, in the recent review, industry executives told Ad Age.

Agencies mentioned in this article either couldn't be reached for comment or referred calls to the client. Sony didn't immediately respond to a request for comment.

Sony spent a total of $1.04 billion on U.S. media and promotions in 2011, according to the Ad Age DataCenter. In 2012, Sony Corp, including all of its subsidiaries, spent a total of $724.9 million on measured media in the U.S.

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CORRECTION: An earlier version of this story stated that Aegis' Carat won Sony's electronics business in various global markets. An Aegis executive said Carat has not won any of the Sony business following the review.

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