NEW YORK Sony Electronics has picked WPP Group's Mediaedge:cia to handle its $250 million planning and buying account in Asia, the client has confirmed.
The primary incumbent was Publicis Groupe's Starcom, which participated in the review along with Omnicom's OMD.
As a result of the win, MEC picks up Sony media chores in China (including Hong Kong), Indonesia, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam. The only major market in the region not included is Japan.
Andrew House, Sony's CMO, said in a statement that MEC's "combination of buying power and regional strategies" helped the shop prevail.
MEC global CEO Charles Courtier added: "We're confident our tools, strategic insight and unrivalled local network will help Sony maximize their business in this important region."