Interactions wins Rs 25 crore media duties for Sony India

Following month-long speculation, Interactions – a Lintas Media Group agency – has won the Rs 25 crore worth media duties for Sony India. The other agencies in the fray were ZenithOptimedia and Optimum Media Solutions (OMS).

The incumbent agency is Starcom, which decided to stay away from the pitch. It is also learnt that though Madison was invited to pitch for the business, it withdrew later, citing policy reasons.

The development has been confirmed by a senior executive at Lintas Media Group, but she declined to divulge further details.

It may be recalled that agencyfaqs! had reported in February 2006 that Sony India was on the lookout for a media agency. The company remained tight-lipped about the pitch process and refused to comment even after it had decided upon an agency.

For the record, Sony Electronics 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.

© 2006 agencyfaqs!