Sony India appoints Initiative as its media agency

29 May,2017

Sony India has announced the appointment of Initiative Media, part of IPG Mediabrands network, as its new media agency for India market following a comprehensive pitch process.Initiative Media will be responsible for managing the media planning for the brand going forward. The scope of services will also include providing media planning and buying across platforms. Others in the pitch included incumbent Carat and MediaCom.

The contract will be effective June 1 for a period of two years and will involve the agency to serve the gamut of product categories which includes Bravia, Xperia, Audio, Digital Imaging and Professional Solutions.

Said Yuichi Hasegawa, Head of Marketing Communication & Retail, Sony India: “Our decision to appoint Initiative Media is reflective of the agency’s capability of understanding brand Sony and providing a strategic approach to widen audience and strengthening the market position of our brand portfolio. We look forward to working with Initiative Media and have a strong belief that together we can create success and drive our premium brand story forward” .

On the appointment, Shashi Sinha, CEO,  IPG Mediabrands, India said: “We are delighted that Sony, an extremely prestigious marketer and brand is back with Initiative. We would like to thank Sony India for reposing their faith in us. Initiative stands committed to delivering the very best for Sony’s success.”

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