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Sony PlayStation has hired BBH New York as its lead creative agency following a review, the brand announced Tuesday.
Interpublic Group's Deutsch LA has handled the account since 2007. 180LA and Anomaly also participated in the review.
"All of the participating agencies … presented outstanding ideas during the process," said Guy Longworth, svp of PlayStation brand marketing. "But after careful consideration, BBH New York is the best partner for our business."
PlayStation spent some $56 million on media in 2011, per Nielsen.
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