Sony wants something new for its PlayStation marketing campaigns.
The multimedia conglomerate announced today that it is replacing advertising firm Deutsch with Bartle, Bogle, Hegarty New York, or BBH New York. This new firm is best known for its work promoting Google’s Chrome web browser, Axe body spray, and Coca-cola’s Sprite soft drink.
“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.”
Sony refused to comment about why it decided to make a change in marketing its PlayStation products at this time. It’s possible that company is just looking for something new before it launches its new home console, which is predicted to debut as early as this fall.
“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.”
BBH New York’s work on its Google Chrome account is well noted for its affecting ads. The firm does an excellent job eliciting an emotional response while demonstrating the Chrome product in a commercial called Dear Sophie:
“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 added.
This ends the six-year relationship Sony had with Deutsh, which created memorable television spots like a PlayStation ad where various characters from games talk about a fictional gamer named Michael, as seen below:
Sony has had a perceived lack of marketing for many of its recent products. Sly Cooper: Thieves In Time, which debuts at retail today (here’s our review), received almost no advertising support at all. It’s possible that Sony’s interview process for a new ad agency interrupted marketing, but a company spokesperson would not comment on that.
At BBH New York, now led by Chief Creative Officer John Patroulis, it will be interesting to see the new developments in PS creative. Patroulis,of course, made a mark on the videogame category while at agencytwofifteen, T.A.G./McCann San Francisco, where he helped create high-profile campaigns for X-Box, including the much-celebrated Halo "Believe."
The Michael advert seemed to me like a big success judging by viewcount and how many people talked about it, but that was the exception rather than the norm for Sony's marketing, which is always pointed to as a problem. Hopefully this gives them a fresh start for the PS4.