EXCLUSIVE: Sony Australia has put its $10 million media account out to pitch, with incumbent Starcom MediaVest not taking part.
AdNews understands Sony Australia, which oversees Sony's home and consumer electronics, and Starcom have ended their relationship. Neither Sony Australia nor Starcom were available for comment at the time of writing.
The company has approached several agencies, and is currently looking for an agency to handle buying duties. One source suggested the company may also be looking for an agency to handle specialist duties like search.
The pitch is only linked to the Sony Australia business, relating to consumer electronics, and is not connected with other Sony businesses including music, film, gaming and telecommunications arms.
The process does not impact Naked Communications, which was appointed last year as Sony Australia's lead agency, handling the company's overall strategy.
Sony Australia's estimated main media spend in the 12 months to November 2011 was $9.5 million, down from $14 million in the prior period, according to Nielsen. One source has suggested the company's media spend may have dropped to as low as $7 million.
In addition to Sony Australia, Starcom also recently lost the $53 million Holden account, as part of a global realignment of the General Motors business.
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