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Sony Hires Google Chrome Marketers, Dumps Deutsch

Posted by Sammy Barker

Advertising overhaul

The timing couldn’t be more perfect. As the industry erupts with concerns regarding the commercial prominence of Sly Cooper: Thieves in Time – out today in North America in case you’d forgotten – Sony has announced that it has ditched its existing advertising agency and hired the firm responsible for Google Chrome’s highly memorableDear Sophie’ campaign.

The platform holder previously worked with Deutsch for eight years, who is perhaps best known for producing the ‘Michael’ spot released in 2011. However, it will now collaborate with BBH New York, whose clients include Axe and Sprite, in addition to the aforementioned web browser. In a statement issued earlier today, Guy Longworth, SCEA’s brand marketing vice president, couldn’t seem more delighted with the switch.

“All of the participating agencies, 180LA, Anomaly, BBH New York, and Deutsch presented outstanding ideas during the [selection] process,” he grinned. “But after careful consideration, BBH New York is the best partner for our business.”

Sony is expected to announce the PlayStation 4 on 20th February, making the timing of the recruitment even more interesting. The company will want its next system to make an impact out of the gate, particularly in North America where the PlayStation 3 has trailed behind the Xbox 360 for the majority of the generation.

“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.” It's perhaps worth noting that Patroulis is no stranger to video games – he previously worked on Halo’s extremely popular ‘Believe’ campaign.

How would you like to see the PlayStation brand promoted in the future? Let us know in the comments section below.


User Comments (12)



LukeNI said:

Looking forward to see what they come up with! Great switch in my opinion.



ShogunRok said:

Sony's advertising is a hot topic these days and I'd say with good reason. There have been a lot of good Sony ads, and a lot of bad ones... And a lot of weird ones. I'd just like Sony to get the word out more often - it doesn't have to be big and bold and new, it just has to sell a product.

I'm starting to get the feeling that Sony are really going to makes waves with the PS4 though. They know they need to hit the ground running and that's hopefully what'll drive them forward into success.



get2sammyb said:

Yeah, I get the impression that they're itching to go too. I'd be amazed if the PS4 doesn't come out flying to be honest. I really hope they knock it out of the park.



BlueProxy said:

Good move for Sony to try a new company. They waited too long, but... With the right marketing, you could sell a 10 dollar bill for 100. Look at MS... "better with kinect"... Really? Yet how many more kinect/360s have sold because people actually believe it. Hope the new agency does much better job.



Paranoimia said:

"the firm responsible for Google Chrome’s highly memorable ‘Dear Sophie’ campaign."

You're probably going to think I'm taking the piss, but I... umm... genuinely don't actually remember that.



InsertNameHere said:

The PS4 better not disappoint. Not with all these big moves Sony is making. My heart is racing just thinking about all the big news we received last week, now this.



Gamer83 said:

A long overdue change. The lack of advertising for Sly Cooper was absolutely embarrassing and this isn't the first time. Twisted Metal, Resistance 3, Starhawk, PS All-Stars Battle Royale, the Vita... Sony has dropped the ball far too much since 2006, especially in the marketing department. Hopefully this new firm can change things for the better in a big way. To find out they have somebody who worked on Halo ads makes me feel good about this. I know people who hate Halo but still acknowledge that the advertising for those games is fantastic. I was already hyped for PS4 and I can't wait to see what these guys and gals will come up with to help Sony market it.



Paranoimia said:

@get2sammyb To be fair, I personally have found several of SCEA's campaigns to be pretty decent. I loved this one:

And of course, 'Michael' was excellent and Kevin Butler is almost legendary - perhaps the best example of a campaign reaching way beyond its intended audience.

I wish/hope that SCEE change their company for PS4. UK/EU PS3 advertising has been almost entirely useless, with just about the most memorable thing being that there's hardly been any of it! A couple of the Vita ads have been better, but that's not really saying much.



rjejr said:

They probably hired a new advertising company more for the Vita than the PS4 which as a new console should sell itself. Well if it isn't $599.

I'm still clueless as to what Sony will do to improve upon the PS3 so I have no idea how they'll market it. Nintendo is going with the touchscreen Gamepad and "asymmetric" gameplay and WiiTV. I strongly believe MS will go with a Kinect in every box w/ voice activated Windows 8 PC functionality in the living room w/ Skype and maybe a blu-ray player for good measure. Sony is in a tough spot as in my mind at least they already have the best hardware out there and graphic improvements alone aren't going to get people to upgrade.

14 days.



Jaz007 said:

Bring back Kevin Butler! Hopefully the new agency will get more sales going.



MaxiM_PL said:

Finally. Sony's marketing was in the gutter for quite some time. Time to pick up the pace! And yeah, bring back Kevin!

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