Universal McCann beat off competition from MediaVest and OMD to scoop the work, which will add to the Sony Pictures Entertainment media account it has handled for the last 14 years. Sister agency McCann-Erickson, also owned by the Interpublic Group of Companies, handles the creative work for Sony Pictures.
The agency will now also be responsible for media planning and buying for Sony Electronics, formerly held by Media Edge, Sony Music Entertainment and Sony of Canada. However, it is thought that Sony Computer Entertainment was left out of the review because it would have conflicted directly with the agency's work for Microsoft's Xbox. The Sony PlayStation media account will stay with OMD.
Howard Stringer, chairman and CEO of Sony, said: "We are consolidating our media-buying and planning activities to expedite the development of more innovative and cost-efficient ways to market and advertise in North America."
The work will be shared between Universal McCann's New York, Los Angeles, Toronto and Montreal offices.
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