BMP OMD has retained Sony Europe’s &£50m media planning and buying pan-European account following a head-on battle with Zenith Media.
OMD will work with the company’s new creative agency Saatchi & Saatchi, which last month snatched the account from incumbent DDB Needham Worldwide (MW August 26).
OMD was shortlisted against Zenith Media following an initial pitch alongside creative agencies at Sony Europe’s Amsterdam office.
OMD pitched with both DDB Needham and Abbott Mead Vickers.BBDO; Zenith with Saatchi; MindShare with J Walter Thompson; and The Media Edge with Young & Rubicam.
The account, which covers Sony’s consumer electronics division including DVD, Discman, camcorders, hi-fi and televisions, has been held by OMD for five years.
Saatchi’s appointment to the Sony consumer electronics account is a new start for the brand, which is widely believed to have lost its way since its Eighties heyday. Saatchi’s first work for the company is expected early next year.
Sony PlayStation will remain with TBWA GGT Simons Palmer.