According to people familiar with the matter, the company has already narrowed down a list of contenders for the internally led review. Johannes Leonardo is believed to be participating, though the agency declined to comment. PlayStation did not respond to a request for comment.
Johannes Leonardo's first TV spot for the brand launched in June. It isn't immediately clear how long that work will run. According to people familiar with the matter, the pitch that Johannes Leonardo won was for the product launch; the current review is about finding ideas for the next phase of marketing for the brand as it aims to expand.
The cloud-based TV service, delivered through Sony's PS4 and PS3 consoles, has been available in initial markets such as New York, Chicago and Philadelphia since March. The service has since expanded to cities like San Francisco, Miami, Los Angeles and Dallas, with marketing running in each region. Sony is seeking to gain rights to local TV stations in other markets, allowing the service to expand further.
PlayStation is aiming to stake a claim in a video market flooded with players, including ones from traditional pay-TV market, cable and satellite providers, who are all offering or competing against a host of streaming services including Hulu, Netflix, CBS All Access, Sling TV, and more recently, Verizon's Go90.