Carat Wins Sony PlayStation Media

Business shifts from Deutsch LA

Just three weeks after Sony PlayStation shifted its creative business to Bartle Bogle Hegarty, the marketer is moving its media planning and buying to Carat, sources said.

The shift came after a review. The other contenders could not be ascertained.

Carat succeeds Deutsch LA on the business. Before the shifts, Deutsch had handled both creative and media efforts on the brand. The Deutsch relationship began in 2007.

PlayStation spent about $12.5 million on media in 2012, according to Nielsen. That amount does not include online spending.

Execs at Sony and Carat could not immediately be reached for comment.