By Alexandra Bruell

Sony has consolidated much of its media agency business, with the bulk landing at MediaCom and UM. The global review spanned Sony Pictures, Sony Electronics, Sony Mobile Communications, Sony Music and Playstation.

Sony Pictures, which accounts for a massive chunk of the Sony business, will retain UM in North America and other markets, and add OMD in more international markets, confirmed a Sony spokeswoman. Playstation and Mobile will consolidate globally with MediaCom, which also wins electronics in international markets. Agency homes for Sony Music and Electronics are still in the process of being decided according to a person familiar with the matter.

Incumbents UM, OMD, MediaCom and Carat participated in the review.