SCEA Hires “Lead Media Agency” Carat as it Prepares for the Next Generation of Console Wars

Back in early February, we let you know that SCEA had dropped its creative ad agency Deutsch in favor of Bartle, Bogle, Hegarty New York, with us speculating this was all part of Sony’s transition into the next gen with the PS4. Now SCEA has also changed the company it partnered with for its media business.

Guy Longworth, SVP, PlayStation Brand Marketing at SCEA, said:

All of the participating agencies presented outstanding approaches during the selection process. Carat presented an innovative model that will drive significant marketing value to SCEA, and we look forward to partnering with them.


Deutsch has been an excellent partner for SCEA over the last six years, and we would like to thank them for their dedicated service to our business.

Last year, Carat won the $3 billion General Motors advertising pitch, the largest in advertising history.

Doug Ray, President of Carat Global, added:

We are thrilled to be able to redefine the value of PlayStation’s media, especially at this incredible moment in time for the brand.

That means that BBH New York will be in control of PlayStation’s creative assets, thinking up adverts, slogans and the like. Meanwhile, Carat will handle media planning and buying, working out the best place to spend money on ads. The two companies, and Sony, will then work together to ensure that the brand message is pushed to maximum potential.

Stick to PSLS to find out what the award winning Carat mean when they say they want to “redefine the value of PlayStation’s media” as we get closer to the PS4’s launch.