Sony India’s Rs 25 crore media duties up for a review

Sony India has decided to review its Rs 25-crore media duties. Currently the agency-of-record (AOR) on this account is Starcom. According to sources close to the development, three agencies have been invited to participate in the pitch. These include Madison, Zenith Optimedia and Insight. The sources inform that the incumbent agency Starcom had decided to stay away from the pitch.

The participating agencies are still to present their strategies and decision on the same will be taken by March-end.

However till the time of filing this story, there was no confirmation received from Sony India. Sources say that the company prefers to be tight lipped on this entire development till the final pitch is over.

It is learnt that the client is not willing to entertain any other agency besides the ones invited.

For the record, Sony Electronics had consolidated its media duties with Starcom, Delhi in January 2003. Prior to Starcom, the creative and media duties were divided among RK Swamy/BBDO, Enterprise Nexus and Contract Advertising.

Currently, RK Swamy BBDO, Hakuhodo Percept, Bates Enterprise and M&C Saatchi handle the creative duties for Sony India.

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