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International: Sony weighs $1 billion global media review

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International: Sony weighs $1 billion global media review

Sony Corp. is stepping up discussions with media agencies about consolidating its global media buying and planning at a single agency, putting more than $1 billion up for review.

Sony it contemplating a review to consolidate media buying and planning for global business units, including Sony Pictures Entertainment. Sony's home market, Japan, would stay with Dentsu.

Sony Chairman-CEO Nobuyuki Idei has recently heard pitches in Tokyo from Starcom Mediavest, MindShare, The Media Edge and Zenith Media. Sony currently uses a number of media specialists in various markets around the world, including The Media Edge, OMD, Starcom, Universal McCann and Zenith Media.

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