Sony hires new advertising agency

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Sony hires new advertising agency

Post by Tsuyushi on Wed Feb 06, 2013 11:42 pm

"SCEA has ditched their current ad agency (Deutsh, the ones responsible for the recent ‘Michael’ adverts, above) after six years and have gone with the wonderfully named Bartle, Bogle, Hegarty of New York. Well, you would, wouldn’t you?

BBH have previously come up with campaigns for the likes of Google (with the Chrome web browser), the US equivalent of Lynx and one for the slightly nondescript – yet endlessly fizzy – Sprite.

“All of the participating agencies, 180LA, Anomaly, BBH New York and Deutsch presented outstanding ideas during the process,” PlayStation brand marketing senior vice president Guy Longworth said in a statement. “But after careful consideration, BBH New York is the best partner for our business.”

It’s likely that one of BBH’s projects will be for the PlayStation 4, Sony’s next generation console that’s widely expected to land before the end of the year.

“PlayStation is one of the most exciting and coveted brands in the world, so we’re thrilled and humbled to partner with SCEA,” BBH New York chief creative officer John Patroulis said. “They have a smart and ambitious team and we can’t wait to get started.”

Sony has faced criticism of late over games being released without any solid advertising – Sly Cooper 4 is out today in the States, although the release has come as a bit of a shock. The game’s not out until March here, and we’ll have it reviewed well before then."

This makes me a happy man.

I am one of the biggest critics of Sony's advertising, they create so many great exclusive titles and NEVER market them, leading to bad sales. IMO the only thing Microsoft has over Sony is marketing, you see it with games like Halo and Gears of War. They market the hell out of their exclusives and in turn they sell awesome.

I can't wait to see how this new agency does with games like "The Last of Us" coming out this year. Maybe we'll finally see some damn commercials for games that truly deserve it.


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