The incumbent agencies Omnicom's OMD and sister PHD, who won the business from WPP's MEC in 2011, worked with a reported $500m (£319m) budget on Sony Mobile, which MediaCom will immediately take over. Nielsen data suggests Sony spends £8m on mobile and £3m on UK media annually.
According to Ad Age:
The move to review both mobile and electronics came on the heels of an organizational shift within Sony Corp. In 2011, the company announced plans to acquire Ericsson's shares of mobile group Sony Ericsson. A year later, the Sony Ericsson group became a wholly-owned subsidiary of Sony Corp.
A spokeswoman for Sony told Campaign magazine:
"As we seek to further leverage the synergies across the Sony product portfolio, following a review of its media-buying agency support, Sony Mobile (global) and Sony Electronics (Sony Europe) has appointed MediaCom as its partner for media buying requirements, covering global and European remits respectively. The partnership will commence June 2013."
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