Don't miss ADWEEK House at Cannes, June 16-19. Join us as we celebrate our 45th anniversary and explore the industry's now and next. RSVP.
Sony has concluded a six-month review process and settled on a new overarching strategy to promote its PlayStation brand around the world.
The gaming giant also chose adam&eveDDB, part of Omnicom’s DDB network, as global lead creative agency, following a hard-fought competition. International consultancy R3 oversaw the review.
A spokesperson for R3 declined to comment, as did DDB and Omnicom.
Eric Lempel, svp of global marketing for PlayStation, told Adweek that the organization decided to begin a top-down transformation process approximately one year ago.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in