NEW YORK WPP Group's Mediaedge:cia has been awarded planning and buying for Sony Electronics Latin America after a six-month review, the client has confirmed.
Estimated ad spending is $150 million, per sources.
Previously, the account was handled by numerous local agencies in the region. The consolidation marks the first time the client has placed all of its media business with one agency group.
Other contenders for the assignment were Havas' MPG, Interpubic Group's Universal McCann (which handles Sony in the U.S.) and Omnicom's OMD.
As a result of the win, MEC will place media for Sony in 18 Latin American countries.
The client said it chose MEC after the shop demonstrated leadership in the optimization of strategy and in its ability to use various channels to create the most holistic and integrated media plans.
Yoshito Ezure, client president, said: "MEC's excellent credentials and their combination of buying power and regional strategies will greatly enhance our marketing approach in our region."
Added Michael Jones, CEO of MEC: "[The win] reflects our ability to drive business internationally but ultimately deliver at a local level throughout the network. And to be given an opportunity to do this for Sony Latin America -- a client with such power and strength in brands -- is extremely satisfying."