Sony shifts bulk of global media into MediaCom

Sony has moved the bulk of its global media into MediaCom following a competitive pitch, it is understood.

Sony PlayStation
Sony PlayStation

The Japanese electronics giant called a review for its five business divisions, including the global PlayStation account, which moves to MediaCom, moving from OMD in EMEA and from Carat in other markets including the US.

Sony Electronics and Sony Mobile, which had been held by MediaCom in the UK, have now been consolidated globally into the WPP media agency. Sony Electronics had been held by UM in North America, while Carat had the Sony Mobile business in that region.

It is understood that the global accounts for Sony Pictures and Sony Music have been retained by the incumbents, UM and OMD respectively.

All of the incumbents across Sony's accounts took part in the review: UM, OMD, MediaCom and Carat.

Sony was not immediately available to comment.