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Sony consolidates media biz with IPG Mediabrands’ Initiative

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Sony consolidates media biz with IPG Mediabrands’ Initiative

IPG Mediabrands’ Initiative is the new media AOR of Sony India. With this, the Sony Mobile business also moves from OMD to Initiative – IPG Mediabrands.

Sony India has now consolidated all its brands under Initiative – IPG Mediabrands across media, including digital. The total spends are pegged upwards of Rs 300 crore.

A fiercely contested pitch process over last two months saw all the big agencies in fray – IPG Mediabrands, Madison, Maxus, ZO, Carat and OMD. The contest went to the last and final round with Initiative – IPG Mediabrands edging out Madison to win the AOR.

Commenting on the development, Shashi Sinha, CEO, IPG Mediabrands India said, “It is a great new beginning for IPG Mediabrands India and we would like to thank Sony India for reposing their faith in the team.”

Reacting to the win, Anamika Mehta, COO, Lodestar UM said, “We are truly 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 the times ahead.”

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