The estimated $600 million review for the consolidated account included Sony Electronics, Sony Pictures Entertainment, Sony Music Entertainment and Sony Canada.
The process began
Universal McCann handles media buying and planning for Microsoft Corp.'s Xbox, the direct competitor to the PlayStation, and the conflict could not be resolved.
Universal McCann beat out Omnicom Group's PHD. Sony Computer Entertainment's media buying and planning will remain within the Omnicom Group -- TBWA/Chiat/Day, San Francisco, handles media planning as well as interactive and print buying, while OMD, New York, handles broadcast media buying.
The consolidated account will be run from Universal McCann's offices in Los Angeles, New York, Montreal and Toronto.
Universal McCann and sibling ad agency McCann-Erickson, Los Angeles, have handled the Sony Pictures Entertainment media account for 14 years.