The World: Shanghai - Publicis shops fight to keep Sony media business

ZenithOptimedia and Starcom are fighting to hold on to Sony's regional media business after the electronics company initiated a review into the effectiveness of regional and local media.

The company is considering a move away from using both agencies on a full-time basis and looking into a project-based approach at both local and regional level.

Both Publicis Groupe agencies have been in discussions in an attempt to provide Sony with a group-level solution that would allow the Zenith offshoot Equinox to hold on to the regional brief, while Starcom would handle local market accounts.