MediaCom Wins Big in Sony Global Media Review

Carat may be slipping off client roster amid buying and planning shuffle

MediaCom appears to be the big winner in Sony's global media review.

Sources tell Adweek the agency has won all of the company's PlayStation business from Carat and OMD. In addition, MediaCom is said to have retained Sony Mobile globally and won the company's international electronics account.

However, the North American part of the electronics business is still undecided and there are also other Asian markets up for grabs so Carat could remain on Sony's roster, sources said. A decision is expected imminently.

UM retained all of its Sony Entertainment business in North America, which makes up the lion's share of the company's spending, and is believed to be adding markets in Europe, Asia and Latin America. OMD will continue to work with Sony Entertainment in most of Europe and handle markets in Asia, per sources. The Omnicom network has also been awarded Sony Music in the U.S., after earlier retaining that business in EMEA.

Sony spends just over $600 million on U.S. measured media, while some estimates place global spending around $3 billion annually.

Agencies involved in the review referred calls to a Sony rep, who declined comment.