The Omnicom-owned network, which was the incumbent on the £8.5 million UK account through Manning Gottlieb OMD, landed the PlayStation account after a final pitch against rival incumbent Mindshare. OMD will now handle the PlayStation media business across 12 markets, including the UK, Germany, France, Spain, Italy and Australia.
The pitch process was handled by Billetts and saw networks including MPG, Starcom MediaVest Group and Vizeum knocked out at an earlier stage.
Mindshare was the incumbent agency on the business in France, Germany and Italy, which, according to Sony's invitation to tender, amounted to £35 million in billings during 2008. Starcom previously handled the account in Australia.
OMD will co-ordinate the business from London, through its OMD International hub.