Sony PlayStation retains EssenceMediacom as global media agency
PlayStation is estimated to spend $170 million globally this year.
FrankLin
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Sony’s PlayStation retained the agency that is soon to become GroupM’s EssenceMediacom as its global media agency of record following a review that kicked off in May.
Search consultancy R3 managed the global review for the gaming console brand's media business, in which most of the major holding companies were invited to pitch.
Mediacom won the majority of the PlayStation media business in 2016 from Dentsu’s Carat and Omnicom’s OMD. The merger of Essence and Mediacom, which was announced in April, becomes official next month.
