The Japanese electronics and entertainment giant shortlisted OMD, Zenith Optimedia and MindShare in April for the media buying work across all of its businesses, except for PlayStation and Sony Ericsson, the joint venture mobile phone division.
All three agencies held parts of the Sony business. OMD worked on consumer electronics; Zenith Optimedia held the Columbia Tristar film account; and MindShare was included in the review after working for Sony Computer Entertainment on PlayStation, which it will continue to handle. Sony Music was held by Manning Gottlieb OMD.
This year, Sony has been consolidating its agencies in all major markets. In July, it was revealed that Sony was overhauling its 拢70m creative arrangements in Europe. In February this year, Universal McCann was appointed across the $600m US media-buying account, and there also have been agency shake-ups in Asia.
Sony would not confirm OMD's appointment and said that an announcement was due next week.
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