Initiative bags entire Sony India media mandate

The size of business is pegged at more than Rs 300 crore.

Sony India has appointed IPG Mediabrands' Initiative as its agency of record (AOR). The agency won the multi-agency pitch process which began in January. Madison, Maxus, ZenithOptimedia, Carat and OMD were the other agencies that participated in the pitch.

Incidentally, Initiative was handling the media duties of Sony's consumer durables, while the mobile business was serviced by OMD. Sony has now consolidated all its businesses across media, including digital, under one agency. The size of the business is pegged upward of Rs 300 crore, according to the agency.

Anamika Mehta, chief operating officer, Lodestar UM, says, "We are delighted with this massive win. This will be a game changer, as we leverage IPG Mediabrands' scale and market clout. We look forward to some path-breaking work with Sony in times ahead."

Agreeing with Mehta, Shashi Sinha, chief executive officer, IPG Mediabrands India says that it is a great new beginning for IPG Mediabrands India. He also expressed thanks to Sony India for its faith in the agency.

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