Arvind Hickman
Dec 21, 2022

PlayStation appoints global media agency

EssenceMediacom won a review that kicked off in May, but Dentsu is retained in Japan.

PlayStation appoints global media agency

Sony Interactive Entertainment, the gaming console division of Sony, has reappointed EssenceMediacom as the global media agency for PlayStation, following a competitive review.

The business also confirmed that Dentsu has been retained as a media agency in Japan, and David is its media agency in Brazil, Sony Interactive Entertainment confirmed.

Campaign understands the review, managed by the consultancy R3, invited all of the major holding companies.

The WPP agency, which has been formed through a merger of Mediacom and Essence that will operate under the EssenceMediacom brand in 2023, will handle media strategy, planning and buying for the gaming console.

PlayStation is estimated to spend $170m on media each year. 

In 2016, Mediacom won the bulk of PlayStation's media duties , moving from OMD in EMEA and from Carat in other markets including the US. 

All agencies Campaign contacted declined to comment.

 

Source:
Campaign UK

Related Articles

Just Published

16 hours ago

Dentsu prioritises media in new growth plan ...

Dentsu has allocated $328 million to rebuild the business in 2025, with a further $295 million to be invested over the next three years.

23 hours ago

Creative Minds: Sally Anderson is always asking ...

Meet Australian creative Sally Anderson who moved to Beijing over a decade ago to take on the challenge of shaping a new generation of brands.

1 day ago

OMG taps Dentsu exec for Malaysia CEO position

EXCLUSIVE: Winnie Chen-Head steps into Eileen Ooi's shoes, who was elevated to PHD APAC chief executive in September 2024. Chen-Head’s appointment is effective March 2025.

1 day ago

2025 salary benchmarks: Marketing, creative, comms

MCG Talent unveils its salary benchmarks for industry roles in Hong Kong and Singapore, with junior talent equipped with AI expertise expected to be given more opportunities this year.