Sony LatAM selects MEC for Electronics Media Planning & Buying.

Sony Latin America announced that as part of ongoing efforts to improve advertising media performance and efficiency, it has appointed Mediaedge:cia (MEC) to handle media planning and buying for Sony’s electronics business in the Latin America region. The decision follows a six-month open pitch which also included three other media agencies.

MEC also currently handles media planning and buying on a global basis for Sony Ericsson. The agency review process was managed in collaboration with billetts media consulting, London, UK.

“This will be the first time that Sony Latin America has consolidated its business with one agency group. Working with MEC in Latin America will allow us to be more efficient through regional consolidation,” said Yoshito Ezure, President, Sony Latin America. “MEC’s excellent credentials and their combination of buying power and regional strategies will greatly enhance our marketing approach in our region.”

“MEC is very happy to extend our relationship with the Sony group to work with Sony’s electronics division in Latin America,” said Michael Jones CEO, MEC Latin America. “Our knowledge of the market, established local relationships and buying power will give Sony a competitive advantage and ensure their advertising dollars are spent efficiently.”

Sony has consolidated its media planning and buying among its various businesses on a regional basis since 2002. Agencies of record include Dentsu for Japan, Universal McCann for North America, OMD in Europe and MEC in Asian markets.