Sony Interactive Entertainment Chooses EssenceMediacom for Global Duties

Sony Interactive Entertainment, the video game and digital entertainment subsidiary of Sony, has announced a new global media agency, EssenceMediacom.

SIE says the announcement comes after an extensive and ‘competitive global media agency review’. The WPP-owned media behemoth will take on global duties, however Sony Interactive Entertainment will also retain incumbent agencies Dentsu as media agency in Japan and David in Brazil.

It’s a meaty brief for the newsly-formed EssenceMediacom. Back in April this year, WPP announced that they would be merging digital and data experts Essence with large-scale multichannel media agency Mediacom. The official launch will come in January 2023, but the freshly-minted offering has nonetheless been racking up wins, including the hefty account for UK supermarket giant Tesco in October.

But while EssenceMediacom may be a new entity, there will be a sense of continuity as SIE has been working with Mediacom in its previous form. Back in 2016, Mediacom took on the bulk of the brand’s global media duties.

Sony Interactive Entertainment is the branch of Sony that develops Playstation system hardware and software. However, it is also a video game developer and publisher too