Sony Latin America creates alliance with MEC Latin America for its consolidated regional media business.

MEC Latin America has been awarded the media planning and buying for Sony Latin America, effective immediately this month. The agency was chosen after a six-month pitch that included three other media agencies.

MEC demonstrated leadership in several areas in the optimization of the communications strategy, planning and implementation activities and in the use of communication channels to create the most holistic and integrated media plans.

Michael Jones, CEO MEC Latin America said, "We are delighted that Sony Latin America has selected MEC. This success, first of all, is due to our fantastic team effort, that surpassed itself across the entire region. It also reflects our ability to drive business internationally but ultimately deliver at a local level throughout the network. To be given an opportunity to do this for Sony Latin America - a client with such power and strength in brands - is extremely satisfying."

"This will be the first time that Sony Latin America has consolidated its business with one agency group. Working with MEC in Latin America will allow us to be more efficient through regional consolidation," said Yoshito Ezure, President, Sony Latin America. "MEC's excellent credentials and their combination of buying power and regional strategies will greatly enhance our marketing approach in our region."