Sony Hires New Advertising Agency

SCEA has ditched their current ad agency (Deutsh, the ones responsible for the recent ‘Michael’ adverts, above) after six years and have gone with the wonderfully named Bartle, Bogle, Hegarty of New York. Well, you would, wouldn’t you?


BBH have previously come up with campaigns for the likes of Google (with the Chrome web browser), the US equivalent of Lynx and one for the slightly nondescript – yet endlessly fizzy – Sprite.

“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.”

It’s likely that one of BBH’s projects will be for the PlayStation 4, Sony’s next generation console that’s widely expected to land before the end of the year.

“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.”

Sony has faced criticism of late over games being released without any solid advertising – Sly Cooper 4 is out today in the States, although the release has come as a bit of a shock. The game’s not out until March here, and we’ll have it reviewed well before then.

Via Venture Beat.



  1. Promising.

  2. I had absolutely no idea Sly 4 was out today in the US – also didn’t realise it was out in March here, assumed it was going to be later as there hasn’t been any kind of song and dance about the release date as the article suggests!

    Interested to see what they can come up with for PlayStation adverts – I only really know one of the adverts that the company has done, the speed test for the Chrome browser, but seeing as that has stayed in my mind since, that’s pretty good going!

    More than anything though, Sony themselves have got to get the volume, timing and placement of the advertising right – something they’ve failed to do more than once.

  3. Should have (should of? lol) gone with “Deutsh Ditched”.


  4. About bloody time! Deutsch had seemingly no idea how to market games in the past few years…

    • Well they were the guys who came up with Kevin Butler so they did have a decent idea. But yeah, last few years have seen adverts for Sony move backwards….

  5. About time they sacked off that agency. Playstation’s marketing has been pretty shambolic since its release. BBH are talented guys, I know a few people at their London office. I don’t know much about the NY office but if they’re half as talented as the London lot then I think Sony will be in good hands!

    • It’s more about message, something that the previous guys seemed to miss. Far too much abstract floating about and NEVER enough actual games.

  6. I wish Sony would team back up with Fallon, they did immense things.

  7. By US equivalent of Lynx, do you mean Axe? Because I believe the UK is the only place in the world where it’s not called Axe, so it’s kind of funny.

    On topic, I hope this means more and better advertising for Sonys B-titles.

    • I do, yeah. I didn’t know that. Axe always sounds really odd to me.

      • I totally thought the article referred to Microsoft Lync… >_>

    • Its called Lynx here in Ireland too!

  8. The chrome advert was very clever imo but the Lynx adverts have just got ridiculously expensive and pointless. Hopefully we will see the more colourful side show in the future, I can imagine some clever moving image adverts for Vita.

  9. Well, they’d have a tough time doing worse than the ps3 launch adverts. White room stuff was awful…

  10. All I want to see in a game advert is footage of gameplay, nothing else.

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