MUMBAI: Sony India today announced the appointment of Initiative Media, part of IPG Mediabrands network, as its new media agency for India market following a comprehensive pitch process. Initiative Media will be responsible for managing the media planning for the brand going forward. The scope of services will also include providing media planning and buying across platforms.

The contract will officially kick-start from 1 June 2017 for a period of two years and will involve the agency to serve the gamut of product categories which includes BRAVIA, Xperia, Audio, Digital Imaging and Professional Solutions. This association will be an opportunity for Initiative Media to leverage strategic capability, to implement integrated strategies and drive impactful positioning of world class campaigns.

“Our decision to appoint Initiative Media is reflective of the agency’s capability of understanding brand Sony and providing a strategic approach to widen audience and strengthening the market position of our brand portfolio. We look forward to working with Initiative Media and have a strong belief that together we can create success and drive our premium brand story forward,” said Yuichi Hasegawa, Head of Marketing Communication & Retail, Sony India.

On the appointment, Shashi Sinha, CEO IPG Mediabrands, India said, “We are delighted that Sony, an extremely prestigious marketer and brand is back with Initiative. We would like to thank Sony India for reposing their faith in us. Initiative stands committed to delivering the very best for Sony’s success.”

The appointment of Initiative Media is the result of a competitive and stringent selection process in alignment with Sony India’s requirements. The exhaustive procedure witnessed the participation of some of the very best in the industry like Initiative, Mediacom and Carat, the incumbent agency.