Sony Consolidates Much of its Media After Global Review

Japanese Company Spent $620.3 Million on U.S. Measured Media in 2014

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SonyPlaystation - The Wonderful Life Of A PS4 Player 15
SonyPlaystation - The Wonderful Life Of A PS4 Player 15 Credit: Sony PlayStation/YouTube

Sony has consolidated much of its media agency business, with the bulk landing at MediaCom and UM. The global review spanned Sony Pictures, Sony Electronics, Sony Mobile Communications, Sony Music and Playstation.

Sony Pictures, which accounts for a massive chunk of the Sony business, will retain UM in North America and other markets, and add OMD in more international markets, confirmed a Sony spokeswoman. Playstation and Mobile will consolidate globally with MediaCom, which also wins electronics in international markets. Agency homes for Sony Music and Electronics are still in the process of being decided according to a person familiar with the matter.

Incumbents UM, OMD, MediaCom and Carat participated in the review.

Agencies either declined to comment or didn't immediately respond.

Interpublic Group'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, Dentsu Aegis' Carat took home the North American business for mobile, adding to its existing Sony PlayStation business. Carat is part of Dentsu Aegis.

Omnicom's OMD has also supported Sony across various divisions abroad, including Playstation, Music and Pictures abroad.

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

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 in 2015 joined Procter & Gamble, Unilever, L'Oreal, Coca-Cola, 21st Century Fox and Volkswagen, among many more, in reviewing their media agency business.

For UM, Ad Age's media agency of the year for 2015, the Sony success adds to a number of wins, including more J&J media business, CVS and the massive Coca-Cola account. MediaCom made Ad Age's Standout list as well.

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