Sony Drops TBWA From PlayStation Review

Decision Expected by End of Week

By Published on .

SAN FRANCISCO (Adage.com) -- Sony Computer Entertainment of America Wednesday eliminated its agency of 13 years, TBWA/Chiat/Day, from a review for its $150 million PlayStation advertising account, according to a number of executives familiar with the situation.

TBWA was one of five finalists in the pitch. Two contenders, Publicis in the West, Seattle, and Deutsch, Los Angeles, apparently were called back to present further information. The remaining two, Venables Bell & Partners, San Francisco and RPA, Santa Monica, Calif., are said to not yet have been contacted.

End-of-week decision
Calls and e-mails to executives at Sony and to the consultant, Select Resources International, Santa Monica, Calif., were not returned by deadline. Agencies involved in the pitch either did not return calls late Wednesday or declined to comment.

A decision is expected by the end of the week.

Sony Computer Entertainment of America in 1994 hired the agency, then known as Chiat/Day, for the launch of the first PlayStation. It continued to launch a succession of next generation video systems, winning numerous awards for the work over the years. Its latest effort for PS3 was less of a branding effort than previous spots in that it showed octopus-like mechanical arms emerging from the console and showing off a taste of the video games and other capabilities of the set.

According to TNS Media Intelligence, Sony spent $94 million on measured media in 2006 and $2.9 million for the first eight months of 2007.
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