PlayStation is currently in search for a new global creative agency. The news was first reported by Campaign, they reported that Playstation global creative business is in review. The gaming giants creative business was previously handled by BBH, BBH handled the account for a little over 5 years.
Details about the PlayStation Global Creative Review
According to reports from Adweek, R3 is the consultancy agency running the PlayStation creative review. According to Adweek’s report, the RFI for the review was sent out about two months ago but the news about the review has been kept very quiet. The RFI has already been sent out but in an interesting twist, is that no RFP was sent out. According to the reports no RFP was sent out because PlayStation is looking to build a roaster of 3-4 agencies. Previously it was said PlayStation was looking for a single agency to promote all their products. They realized that a single agency couldn’t handle the project because it would be too huge of an assignment.
The 3 or 4 agencies on their roaster will handle its marketing around the world. They will each be assigned different and independent projects. The gaming brand plans to make the 3 or 4 agencies in their roaster to pitch against each other for about 6 big campaigns throughout the year. Each agency will be paid for each individual pitch (this is probably why no RFP was sent out). According to Adweek’s report, PlayStation sent out the RFI to about 20 agencies and they could only confirm that are Grey, R/GA and 180 are still in the running. 180 might have an edge over the other agencies seeing as their Amsterdam office has worked with PlayStation for some years.
BBH on Participating in the Review
According to other reports, BBH said it won’t be participating in the global pitch. The spokesperson of the agency expressed the pride the agency feels after working with the gaming giants for a little over 5 years. He said they are proud of the work they have created for the gaming brand. The spokesperson also wished the gaming brand the very best as the build on the success they have both built.
It is a gaming brand, it was created and owned by Sony Interactive Entertainment. It was founded in Japan in 1994, it is headquartered is in London and Tokoyo.