Sony has concluded its global media agency business with a chunk of its business now sitting with UM and MediaCom.
While sources close to Marketing have confirmed the news, they were unable to comment more on the duties.
Marketing understands that in APAC the duties for Sony Pictures are split between OMD and UM. Incumbents UM will also be handling duties in the Singapore market which is its APAC hub.
However, UM could not be contacted at the time of writing.
Meanwhile, globally, MediaCom will handle the business for Electronics, Playstation and Mobile.
Marketing understands that in line with global alignments, the agency would then cover the APAC markets as well.
The pitch was first called in May last year as part of a global review and businesses. Marketing has emailed Sony for further clarifications. MediaCom and OMD were not available for a comment at the time of writing.