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SCEA Announces Deutsch As New PlayStation Ad Firm

Sony has officially announced the selection of ad firm Deutsch for its North American ad campaigns, bringing an end to the earlier 13-year advertising relationship between SCEA and TBWA/Chiat/Day.
Sony has officially announced the selection of ad firm Deutsch for its North American ad campaigns, bringing an end to the earlier 13-year advertising relationship between SCEA and TBWA/Chiat/Day. Sony says the account will include "creative, media planning and buying, as well as local marketing, online advertising and in-store marketing" across the entire range of PlayStation products including PS3, PS2, PSP and the PlayStation Network and first-party titles. It says the first work from the new ad firm will appear in 2008. The news follows earlier reports of the new partnership in the $150 million campaign, which also saw Publicis, Venables Bell & Partners and RPA in the running. Said SCEA marketing VP Peter Dille, “The PlayStation brand has become an iconic brand in North America and around the world since we launched our first platform, the original PlayStation, in 1995. We were impressed with the Deutsch team’s strategic discipline and integrated approach to marketing our various platforms. We look forward to working with them on innovative marketing campaigns to build the PlayStation brand’s influence even further.”

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