Sony India consolidates media duties with IPG Mediabrands’ Initiative

Sony India has consolidated its media duties with IPG Mediabrands’ Initiative.

Sony's consumer electronics business (handled by Initiative) and mobile handset  business (handled by OMD) were up for a pitch. Media duties for both businesses have now been consolidated with Initiative. The agency's mandate includes digital media.

IPG Mediabrands India’s Anamika Mehta said, “We are truly delighted with this massive win. A proud and happy moment for us as a team. This will be a game changer as we leverage IPG Mediabrands’ scale and market clout. We look forward to some path breaking work with Sony in times ahead.”

Shashi Sinha, chief executive officer, IPG Mediabrands India, added, “It is a great new beginning for IPG Mediabrands India and we would like to thank Sony India for reposing their faith in the team.”