Ikon out as Initiative wins Sony Music media account

Tim Burrowes

July 25, 2013 10:05

Media agency Initiative and its wider parent group IPG Mediabrands has won the account for Sony Music after a competitive pitch.

The move is loss for media agency Ikon which is currently defending Myer and RAC which are currently both up for review.

Ikon says it chose not to be part of the process. “We have worked with the Sony Music team for the last six years and have enjoyed every minute with our staff building some very strong relationships, both personally and professionally,” said, Pat Crowley Ikon’s Sydney managing director.

The move sees Initiative Australia take the lead on the media account with sister agencies Marketing Sciences, Cadreon and Ensemble also to work on the account.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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2 COMMENTS

Greeny 25 Jul 13

The agency merry-go-round.
Sony Music used to be with Initiative, then went McCanns, Starcom, Ikon and now back to Initiative again.
Searching for better value and more bonus spots off the back of a reducing media spend.

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Dave 25 Jul 13

Sony Music constantly innovating….IKON? Maybe not.

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