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Sony: it's move to consolidate media account mirrors similar moves by rivals

OMD Europe has won the consolidated pan-European account for Sony, worth about £200m, following a two-way pitch against MindShare.

The appointment sees OMD take responsibility for all Sony's media business divisions in Europe, excluding its Play-Station brand.

OMD, which previously handled the business for Sony Electronics across Europe, will now also work on Sony Music and Sony Pictures Entertainment.

The agency has held the account in the UK, worth about £14m, since 1997.

The review of the business was started in February this year and the $600m (£383m) US account was awarded to
Universal McCann as the first stage in the process.

OMD, MindShare, Zenith Media, Starcom Motive, Mediaedge:CIA and Optimedia are believed to have pitched for the pan-European business.

This was later reduced to a shortlist of OMD, MindShare and Zenith in April this year.

The pan-European media business for Sony Music and Sony Pictures Entertainment is split between OMD, Zenith and Starcom Motive.

The move by Sony to consolidate its media account followed similar moves by rival electronic giants. Philips Electronics recently awarded its $600m (£383m) global media buying and planning account to Carat,
while Samsung consolidated its media business into Inter-
public's FCB Worldwide.

The Sony review was overseen from the UK by senior European marketing manager Tim Kaner.

The pan-European creative account, currently held by Saatchi & Saatchi, is unaffected by the review.

Sony's media account in Asia, currently handled by Dentsu, is also unaffected by the pan-European and US reviews.