In yet more news to show that the next gen is indeed coming, SCEA has announced that they’ve brought on a new ad agency after working with Deutsch/LA for 6 years (almost the whole PS3 generation).
Sony Computer Entertainment America “has awarded its creative business to Bartle, Bogle, Hegarty New York”. Guy Longworth, SVP, PlayStation Brand Marketing at SCEA, said:
All of the participating agencies, 180LA, Anomaly, BBH New York and Deutsch presented outstanding ideas during the process. But after careful consideration, BBH New York is the best partner for our business.
He gave his thanks to Deutsch, best known for their Kevin Butler character:
Deutsch has been an incredible partner for PlayStation over the last six years, and has delivered stand-out creative and strategy for the PlayStation brand in the US. We would like to thank them for their dedicated service to our business.
John Patroulis, Chief Creative Officer, BBH New York, added:
PlayStation is one of the most exciting and coveted brands in the world, so we’re thrilled and humbled to partner with SCEA. They have a smart and ambitious team and we can’t wait to get started.
BBH New York’s previous highlights include a BBC iPlayer ad where you touched the faces of BBC characters and the series of Google Chrome speed test ads.
While it will be exciting to see what BBH do to help reinvigorate the PlayStation brand, Sony is not only often criticized for the ads themselves, but for the fact that they’re barely ever shown on TV, especially when compared to chief rival Microsoft.