NEW YORK (AdAge.com) -- Sony Computer Entertainment America has picked Saatchi & Saatchi, working with the network's U.S. Hispanic agency Conill, to introduce PlayStation to consumers in Latin America.
PlayStation has been available in the region, but the company's focus until now has been more on Europe and North America.
"We never really had enough product to supply [Latin America]," said Mark Stanley, senior director and general manager, Latin America, for Sony. Mr. Stanley, who grew up in Costa Rica and is fluent in Spanish, joined the company two years ago and has been building up local marketing teams and distribution. "Now every country has a PlayStation team and relationships with top retailers."
The agency review Sony conducted was unusual in that even though the account is for Latin America, Mr. Stanley also looked closely at each network's U.S. Hispanic agency to make sure all areas of expertise were being tapped. He also looked for an agency with experience working together as a Latin American network.
"We had a lot of agencies in the first round and they were all trying to position themselves as Latin American experts but they hadn't worked on campaigns together before," he said. That would have made PlayStation "their first guinea pig," he said.
That's why the finalists included DDB Latina, with its U.S. Hispanic shop Alma DDB; La Comunidad, with agencies in Miami and Buenos Aires; Grey and its U.S. Hispanic agency Wing; and even London-based Iris Worldwide.
"We felt Saatchi got our brand the best," he said.
Creative development for the PlayStation account will be led from Argentina by Del Campo Saatchi & Saatchi, Buenos Aires, where Pablo Del Campo has had a lead role for several years in coordinating regional work for Procter & Gamble. Mr. Del Campo is regional creative director of Saatchi & Saatchi and CEO of Del Campo Saatchi & Saatchi.
U.S. Hispanic shop Conill will take the lead in producing digital and nontraditional efforts for the business. Conill is known for outstanding work in both areas for clients such as Toyota Motor Sales USA. Two years ago the agency won Best of Show at Ad Age's Hispanic Creative Advertising Awards for a Toyota Corolla effort called "Is That the Lineman?" in which the agency bought space along the bottom of the TV screen and inserted entertaining 15-second videos that looked like they were part of the televised Toyota-sponsored soccer championship.
Mr. Stanley said the first Latin America work will break in late October.
In the U.S., Deutsch is PlayStation's agency of record, and a new campaign featuring Kevin Butler, who appears as a PlayStation VP with a different fictitious job and ridiculous title in each ad, is designed to be cross-cultural.