Sony consolidates Australian media into Omnicom Media Group, OMG avoids conflict with Apple and HP
Sony has consolidated all of its Australian media planning and buying into Omnicom Media Group after a pitch that sees Starcom MediaVest move off the business.
The shift marks the first time OMG will be buying at a group level in Australia, which it will do through bespoke unit Sony@OMG. The unit is designed to avoid conflict with PHD client HP and OMD client Apple.
The news comes four months after Aegis avoided a conflict situation when it added Holden to a client list that also features BMW and Nissan.
OMG already handled Sony Computer Entertainment through OMD and Sony Mobile through PHD, and now has a more powerful position on the roster alongside strategy agency Naked Communications, Euro RSCG, which handles creative and digital, and Hausmann Communications, which handles PR.
Starcom handled the Sony Electronics business, which the agency claims was worth $5m in billings.
OMG boss Leigh Terry told Mumbrella: “From a strategic perspective, the intention behind Sony@OMG is not to create a fully fledged media agency in its own right, as we want OMD and PHD to continue to grow. This is about creating a special unit for Sony with dedicated resources.”
Less than an hour after the Sony news came in from OMG, Starcom sent out a press release announcing its own new business wins. The agency reports seeing off OMD to retain Harris Scarfe after a pitch that also involved Nunn Media and Mindshare.
Starcom has also won glassware brand Riedel from incumbent Vizeum, the Aegis agency that relaunched in January.
It has been a busy period for Starcom’s client list, with General Motors and Sony parting ways, but Optus, Novartis and True Value Solar joining the fold.
Starcom Australia boss John Sintras told Mumbrella that, despite the Holden and Sony losses, the agency was up by $100m in net billings this year.
Starcom parted company with Sydney MD Bob Goodge last week.
