Mumbai : Sony India has changed its media planning and buying agency after a decade. The consumer electronics company has appointed Dentsu Aegis Network (DAN) as its media agency, replacing Lintas Media.
While DAN’s media agency Carat will lead the account, other divisions of the network like Isobar and iProspect are also likely to work on the account. Interpublic Group-owned Lintas Media handled the account from 2006 to 2015.
When contacted, Sony India confirmed the development. A top official in the know disclosed that besides DAN and IPG, GroupM also participated in the pitch process.
The size of the account is approximatelyRs 150 crore and DAN is likely to earn at least Rs 20 crore as agency commission, he added.
Hakuhodo Percept continues to be the creative agency of Sony India. While a mail sent to Dentsu did not elicit any response till the time of going to press, a top official of the network said: “While on one hand, the brief is to increase market share and visibility in every category they are present in, the mandate is also to scale up the overall brand value of Sony.” He added that the idea is to integrate the ATL (above-the-line) and digital and social media advertising and make it work towards a common agenda.