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$150 Mil. Sony PlayStation Mulls 5

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LOS ANGELES Sony has cut to five agencies in the review of creative chores on its $150 million PlayStation business, according to sources.

Along with the incumbent, Omnicom's TBWA\Chiat\Day, Playa del Rey, Calif., the finalists are Interpublic Group's Deutsch/LA, Marina del Rey, Calif., Publicis Groupe's Publicis in the West, Seattle, and independents RPA, Santa Monica, Calif., and Venables, Bell & Partners, San Francisco, per sources.

Representatives at the agencies, the Foster City, Calif.-based client and the consultancy running the process, Select Resources International in Santa Monica, all declined comment.

EVP Jack Tretton and svp, marketing Peter Dille are leading the contest on the client side. Catherine Bension is overseeing the review for SRI.

A formal briefing and assignment of all agencies is set for Sept. 18 in Foster City, per sources. The client is expected to select a winner in the fall, with the end-of-year holiday campaign already in the works at TBWA\C\D.