Sony Corporation’s North American units have linked to form a task force to oversee the global giant’s media agency review in the US and Canada. This could extend to a worldwide exercise, according to insiders.

Represented on the task force are Sony’s Electronics, Pictures, Music, Computer and Broadband Entertainment units - although conspicuous by its absence is Playstation. The group is headed by Sony's senior vp-strategy, planning and marketing, Gary Podorowski.

The power quintet met last week at Sony’s New York office with representatives from Starcom MediaVest (Bcom3 Group), MindShare (WPP), Zenith Media (Publicis/Cordiant), Universal McCann (Interpublic) and OMD (Omnicom). On the agenda was the possible widening of the review’s boundaries.

The next phase of the review was not revealed but individual meetings with each agency are thought to be imminent.

News source: Advertising Age - Daily Deadline