Sony has decided to retain its European media agency, OMD, on its
pounds 50 million pan-European advertising account after a head-to-head
pitch against Zenith Media.
OMD’s re-appointment follows the hiring of Saatchi & Saatchi in August
to work on the creative account. DDB Needham Worldwide, the agency that
OMD originally pitched with, was the creative incumbent.
A spokeswoman for the consumer electronics company said: ’OMD has been
with Sony for the past five years and we needed to evaluate the service
that was provided for us. However, we believe that OMD has demonstrated
that we are working well together.’
Zenith originally pitched alongside Saatchi & Saatchi as the agency’s
preferred media partner, while OMD worked with DDB Worldwide. The other
media agencies who pitched in the first round were the Media Edge
(alongside Young & Rubicam) and MindShare, with J. Walter Thompson.
Paul Taylor, managing director of BMP OMD, a local office of the OMD
network, said: ’Sony had to decide if the OMD media network could be
seen to be independent and be able to work with the new creative team
from Saatchis. We’ve managed to persuade Sony that we are an independent
media service partner and have been chosen as an effective network that
Mark Palmer, head of communications strategy at OMD, will head the team
that will co-ordinate the account from OMD’s London offices.
Both OMD and Saatchis will attempt to refocus Sony’s brand profile in an
increasingly competitive industry.
OMD and Saatchis will be responsible for advertising campaigns across
Eastern and Western Europe for new and existing Sony products.