Oliver McAteer
May 14, 2020

PlayStation hunts for global production agency to support creative partner adam&eveDDB

Final presentations are believed to be this month.

Adam&EveDDB's first work for PlayStation dropped late last year
Adam&EveDDB's first work for PlayStation dropped late last year

PlayStation is searching for a global production agency partner, Campaign US has learned. 

The Sony Interactive Entertainment brand will use the shop to help amplify work crafted by creative partner Adam&EveDBB worldwide across digital, say those with knowledge of the matter.

Final presentations are believed to be taking place this month.

Gutenberg Global, a production company headquartered in London, U.K., is said to be among those in the pitch. A spokesperson declined to comment. 

R3, the consultancy group leading the review, as well as PlayStation and adam&eveDDB have not yet responded to a request for comment. 

PlayStation appointed Adam&EveDDB its new global creative agency of record around one year ago today following a six-month review.

Incumbent Bartle Bogle Hegarty New York did not participate in the pitch. BBH handled the business for six years. 

Earlier this week, the gaming company announced PlayStation Studios, a new brand that encompasses the console’s iconic titles including Uncharted, LittleBigPlanet, God of War, Ratchet & Clank, Horizon: Zero Dawn and The Last of Us.

"We are really excited about this," said Eric Lempel, senior vice president and head of global marketing at Sony Interactive Entertainment. "Over the last few years -- and even the last decade -- the strength of the titles coming out from our studios has been stronger than ever. 

"We have been thinking about how we unite all of these great games under one brand, and really the purpose of that is to make the consumer understand that, when they see this brand, they're getting ready for a robust, innovative, deep experience that they've come to expect from games coming from PlayStation. So we came up with PlayStation Studios."

PlayStation launched its first-ever console in 1994. It revolutionized the world of gaming with its 32-bit, polygon graphics and classic games like Tekken, Metal Gear Solid and Crash Bandicoot.

Source:
Campaign US

Related Articles

Just Published

3 hours ago

Stella McCartney names new CMO

Peter Chipchase was chief communications and strategy officer at members club Soho House.

11 hours ago

Dior's localisation strategy in China pays dividends

Through its efforts to localise in China, the Christian Dior group recorded $21.6 billion in revenue during the first half of 2020, with 12% organic growth.

11 hours ago

It's time to stand up to bad behaviour

We should nurture a workplace culture where people can call out inappropriate actions with the aim that everyone feels that they belong and can therefore fulfil their potential

11 hours ago

Audi Q2 takes users on a drive through Instagram filter

The idea has been conceptualised by BBH India