Deutsch Snares $150 Million PlayStation Biz

• Ad Age, Friday, November 30, 2007 10:20 AM

Interpublic's Deutsch, Los Angeles, has snared the $150 million Sony PlayStation according to insiders, topping out Publicis, Venables Bell & Partners and RPA, while helping end the company's 13-year relationship with Omnicom's TBWA/Chiat/Day. That agency was eliminated from the review yesterday.

The business includes work on PS3, PS2, PS1, and the PlayStation network as well as game titles. "TBWA/Chiat/Day is very proud of the contributions that we have made over the past 12 years to establish PlayStation as a legacy brand," the agency says."The current work in the marketplace has had tremendous impact and speaks for itself. We wish them the best."

Sony hired the agency in 1994 for the launch of the first PlayStation, and it later handled the next generation of videosystems, winning numerous awards for its work. On the media side, Sony spent $94 million last year, according to TNS Media Intelligence.

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