Sony has tapped Los Angeles ad agency Deutsch to spearhead its $150 million PlayStation campaign, as the agency beat out several other contenders for the account. Additionally, Deutsch's gain marks the end of Sony's 13-year advertising relationship between SCEA and TBWA/Chiat/Day.
According to advertising trade publication Advertising Age, the account covers duties for the PlayStation 3, PS2, PSone and the PlayStation Network, as well as all game titles. Other firms Publicis, Venables Bell & Partners and RPA had also been in contention for the account.
Ad campaigns for PlayStation products have won numerous awards over the years, including the Advertiser of the Year award in 2005. TNS Media Intelligence pegs Sony's ad spending in 2006 at $94 million. In 2006, TBWA London courted controversy with a series of edgy billboards promoting the PSP in Europe.
In a statement published by Advertising Age, TBWA said, "TBWA/Chiat/Day is very proud of the contributions that we have made over the past 12 years to establish PlayStation as a legacy brand. The current work in the marketplace has had tremendous impact and speaks for itself. We wish them the best."