Deutsch's win -- for which it beat out Publicis in the West, Seattle, Venables Bell & Partners, San Francisco, and RPA, Santa Monica, Calif. -- breaks a 13-year relationship between Sony Computer Entertainment of America and Omnicom Group's TBWA/Chiat/Day.
TBWA was eliminated from contention yesterday. Earlier this week, Sony asked Deutsch and Publicis Groupe's Publicis for further information.
The account includes duties for PS3, PS2, PS1, and the PlayStation network as well as all game titles.
'Wish them the best'
In a statement, TBWA said, "TBWA/Chiat/Day is very proud of the contributions that we have made over the past 12 years to establish PlayStation as a legacy brand. The current work in the marketplace has had tremendous impact and speaks for itself. We wish them the best."
Sony Computer Entertainment of America in 1994 hired the agency, then known as Chiat/Day, for the launch of the first PlayStation. It later launched a series of next-generation video systems, winning numerous awards for the work over the years.
According to TNS Media Intelligence, Sony spent $94 million on measured media in 2006.
A Deustch representative referred calls to the client and Publicis declined to comment. Representatives for the other agencies and for Sony couldn't be immediately reached.
Agency search consultancy Select Resources International, which led the search, declined to comment.
Contributing: Alice Cuneo