Jon Christensen

    Derek Matias
    Weston Green
    Nick Collins
    Kyra Sawyers

Sony Fires PlayStation Ad Firm in Wake of PS4 Announcement

Here is a clear indication that Sony wants something different with their PlayStation marketing campaigns, or so it seems.

The hardware manufacturer announced they are releasing the marketing company Deutsch Inc. of their advertising duties and have hired the firm Bartle, Bogle, Hegarty New York (BBH New York), to take over the home console’s creative marketing assignment.

BBH New York is best known for it’s emotional television advertisement for the Chrome web browser, along with working with other corporations such as, Axe Body Spray, Coke-a-Cola and Baileys.

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.”

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,” Longworth concluded.

Sony has not answered the question into why they decided to make the marketing change for the PlayStation. Although it is striking that Sony is expected to make an announcement for the PlayStation 4 on February 20, and that next-generation system is predicted to be released by the end of the year. And if the system launches in October or November, which is not unreasonable, you would have to suspect the marketing campaign will start around the end of summer. So we’re only months away from BBH New York starts producing their ideas that were already presented to Sony.

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.”

Deutsch and the PlayStation brand have been partners for over six years. The commercial, titled Michael, was probably the most popular one, which featured real-life actors portraying Sony’s most famous PlayStation mascots. On YouTube alone, it was viewed almost 12,000,000 times, and it definitely was geared towards the hard-core gamer.

The most memorable commercial that BBH has produced, is again Google’s Chrome Web Browser, titled: Dear Sophie. It was an emotional advertisement of a father’s love towards his newborn child. It shows the dad using the Internet to “share memories with his daughter as she grows up.” It was definitely an advertisement from Google to broader its audience, then just the hard-core Internet users.

If the Chrome ad is any indication, I wonder if Sony firing Deutsche was because they are looking into avenues to broaden their advertising, and not just towards the hard-core gamer like they been doing over the last few years. And that they feel BBH New York does a better job of reaching everyone. At the very least, it is not a coincidence that this replacement happens less than 20 days of presumably the PlayStation 4′s unveiling.

Thanks to venturebeat

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