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International: Sony hands pan-Asian biz to Zenith Media

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International: Sony hands pan-Asian biz to Zenith Media

Sony Corp. has awarded its Asia/Pacific business to Zenith Media, jointly owned by Publicis Groupe and Cordiant Communications Group. Also pitching for the undisclosed budget were Omnicom Group's Optimum Media Direction and incumbent WPP Group's CIA.

Commenting on the loss, Tessa Caven, general manager of CIA International Asia says: "Naturally we are disappointed that Sony chose not to renew our contract with them. Over the past four to five years our servicing offering has matured and we are extremely proud of the media-led campaigns that we have driven in the past 12-18 months -- work that Sony themselves have highly commended and praised. However, the new management team clearly wanted to appoint their own agencies, so we have to respect the business decision that they have made."

The move follows the consolidation of Sony's consumer electronics division (mainly digital cameras and audio/visual equipment) into TBWA, Singapore. Two months ago in the U.S. and Canadian markets, Sony Corp. consolidated media buying and planning for Sony Electronics, Sony Pictures Entertainment and Sony Music Entertainment (network television). The North American account, with billings worth more than $600 million, was consolidated with Universal McCann.


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