For Starcom, Delhi, the new-year has begun with a bang. Sony Electronics has consolidated its Rs 25-crore media buying and planning business with Starcom, Delhi. The win includes the entire electronics product portfolio of Sony - computer monitors, DVD players, projectors, the audio range, digital cameras, Sony FD Trinitron Wega colour TV, Sony Handycam, Sony Mavica camera, Sony Trinitron CTV and Sony Wega CTV.
Prior to this, the Sony electronics advertising business (both creative and media) was splintered among RK Swamy/BBDO, Enterprise Nexus and Contract Advertising. All the four agencies were functioning as full service agencies. However, once the current round of realignment is complete, the respective agencies will cede their media duties to Starcom while continuing to service the creative part of their business.
While Starcom executives were not available for comment, market sources have also indicated Starcom is likely to win the media duties of movie distribution company Sony Columbia TriStar as well as that of Sony Music Entertainment. Once that is complete, Starcom will add another Rs 15 crore to its billing.
That's not it. Information available with agencyfaqs! indicates that negotiations are underway for Sony's broadcasting business - Sony Entertainment Television, which operates three channels Max, Sony and AXN - as well. Things will be clearer in the coming weeks.
However, one thing is clear: Starcom, Delhi, in on an overdrive. In July 2002, it won the prestigious Rs 16-crore media duties of Dr Morepen, besting Maximize India, Lodestar and defending agency Zenith Media. In November 2002, it won the Rs 8-crore AOR of Louis Vuitton Moët Hennessy (the Paris-based luxury watch and jewellery group).
If Sony decides to consolidate its media duties with Starcom, it will be the biggest win for the agency till date. Â© 2003 agencyfaqs!