Initiative Media bags Sony India's media duties

The account was won post a multi-agency pitch.

In a recent announcement, Sony India has appointed Initiative Media, from the stable of IPG Mediabrands,as its media agency for India market following a comprehensive pitch process. The agency 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.

The contract will officially kick-start from June 1, 2017 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.

Yuichi Hasegawa, head of marketing communication and retail, Sony India, says in a press release, "Our decision to appointInitiative 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, chief executive officer, IPG Mediabrands India, says in a press release, "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."

The exhaustive procedure witnessed the participation of some of the very best in the industry like Initiative, Mediacom and Carat, the incumbent agency.