Well, this hit the newswires a few minutes ago just as our tipsters were hitting us up and yes indeed, BBH New York has emerged victor in the U.S. lead creative agency battle for Sony PlayStation. In a statement, Guy Longworth, SVP, PlayStation brand marketing for Sony Computer Entertainment America says, “All of the participating agencies, 180LA, Anomaly, BBH New York and Deutsch presented outstanding ideas during the process. But after careful consideration, BBH New York is the best partner for our business.”
It didn’t take too long for Sony to select a new lead creative agency for its gaming console as it was only three weeks ago that the brand narrowed down its search to the four aforementioned finalists. The Playstation decision thus ends a six-year relationship with Deutsch L.A., one that has produced memorable characters like Kevin Butler and nifty campaigns like “Michael.” Prior to Deutsch, Sony worked with TBWA\Chiat\Day on the Playstation business for well over a dozen years.