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International: Universal McCann Keeps Sony Pictures

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International: Universal McCann Keeps Sony Pictures

Universal McCann here has successfully defended its $250 million-plus Sony Pictures Entertainment media buying business. The 14-year incumbent kept its show business credentials after a protracted six-month review that also included Starcom, Chicago, and The Media Edge/MindShare, New York, in the final round.

The review began at the beginning of this year after distribution chief Jeff Blake added marketing to his duties following the departure of Bob Levin, Sony president of worldwide marketing.

While top executives of several global networks, including WPP and Publicis, made presentations to Sony executives about consolidating media, the review was never expanded beyond the theatrical business.


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