Sony Ericsson India has aligned its media business with Mediaedge:cia, which is also its media partner globally and regionally in Asia Pacific. Prior to this, both the media and creative duties of Sony Ericsson were handled by Dentsu Marcom. Now, Dentsu Marcom will handle only the creative aspect of the business. Industry sources peg the account in the region of Rs 12-15 crore.
Even though Sony Ericsson's media business is handled by Mediaedge:cia internationally, in India Dentsu was the complete custodian of the business. However, this year the company wanted Mediaedge:cia to take care of the media duties in India completely.
Commenting on the development, Sudhin Mathur, General Manager, Sony Ericsson India, said, "With this alignment, we will be able to have greater synergies and integration for more strategic media planning and buying."
Shubha George, Managing Director, Mediaedge:cia India, commented, "We are very pleased to extend our global relationship with Sony Ericsson in India. Sony Ericsson is a valued client in the Mediaedge:cia network, and we in India are looking forward to working with them."