PlayStation Goes Into Review

LOS ANGELES Sony Computer Entertainment America has informed its agency, TBWA\Chiat\Day, that it is putting its estimated $100 million Sony PlayStation account into review, according to sources.

It is believed that TBWA parent Omnicom Group tried to keep the review contained to its agency network, but Sony has hired consultancy Select Resources International to oversee the process, sources said.

Client officials could not immediately be reached, and TBWA\C\D declined comment.

According to sources, the agency has not yet determined if it will defend the business.

The Playa del Rey, Calif., agency has represented PlayStation and its titles since the introduction of the product in 1994. Creative director Jerry Gentile supervised the creative for nine years until 2006, when he deferred to associate creative directors Brett Craig and Nick Davidge.

In September 2005, Andrew House was named to the new post of global chief marketing officer at Sony Corp. and relinquished supervision over the PlayStation marketing, splitting his time between Foster City and Tokyo and reporting to Sony chairman and CEO Howard Stringer and Ryoji Chubachi, president and CEO of Sony Electronics.

EVP Jack Tretton has been leading marketing at SCEA since then.

The Foster City, Calif., based client spent $100 million advertising the Sony PlayStation and game titles in the U.S. last year, per TNS Media Intelligence.