Sony India has just completed the pitch process for its media mandate, confirm industry sources. It is said to be one of the biggest pitches for this year. Initiative won the entire media duties in March 2013, on the back of a fiercely contested multi-agency pitch process that lasted for two months, which included ZenithOptimedia, Maxus, Madison, OMD and Carat.
Initiative was also handling the durables business for Sony India prior to this. The mobile business for the brand was headed by OMD.
Sony Media then decided to consolidate its entire media mandate, (including mobile and digital) to Initiative.
Retaining the Sony media duties and adding to its media mandate was a game changer for IPG’s Initiative, last year.