4 Shops Vie for Sony PlayStation

Final pitches are just a few weeks away

About five years after hiring Deutsch/LA as its lead agency, the company is considering a change. The incumbent is defending its turf against three other shops; sources identified them as 180LA, Bartle Bogle Hegarty and Anomaly.

The four contenders are now developing ideas for final presentations, which are expected to take place in late January or early February.

PlayStation spent about $56 million on media in 2011, down slightly from nearly $58 million in 2010, according to Nielsen. Those figures don’t include online spending.

Deutsch handles both creative and media responsibilities on PlayStation. The marketer’s plans for the media business were not clear.

A key decision-maker in the review is Guy Longworth, svp of brand marketing. Longworth joined SCEA in October 2011. Early in his career, he worked in brand management at Kraft Foods and in marketing at Kellogg. 

In a statement, Longworth acknowledged the review, saying, "We are always looking for ways to improve our advertising and we are conducting conversations with potential agency partners as well as Deutsch for future work."

A representative for PlayStation parent Sony Computer Entertainment America declined to answer questions about the process.

Before Deutsch, TBWA\Chiat\Day was PlayStation’s lead creative agency in the U.S. TBWA\C\D handled the business for 13 years.

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