MEC snares Sony's Asia media biz

Regional - Sony Electronics has handed its US$250 million (S$365 million) media planning and buying account for the Asian region to Mediaedge:cia following a four-month pitch involving OMD and Starcom.

The agency will now be responsible for Sony Electronics business in Singapore, Hong Kong, mainland China, Malaysia, Indonesia, Taiwan, Thailand, the Philippines and Vietnam.

According to Sony's CMO, Andrew House, factors for the decision were MEC's combination of buying power and regional strategies.