Sony hires new media firm for PS4 launch

Tuesday, 26th February 2013 10:50 GMT By Dave Cook

Sony Computer Entertainment America has hired a new media firm to handle its launch of PS4. It comes after Kevin Butler firm Deutsch was dropped following a rather messy legal dispute.

Sony has chosen Carat Global to help with its American PS4 launch.

Senior vice president of PlayStation brand marketing Guy Longworth said of the deal, “All of the participating agencies presented outstanding approaches during the selection process. Carat presented an innovative model that will drive significant marketing value to SCEA, and we look forward to partnering with them.”

He said of Deutsch’s departure, “Deutsch has been an excellent partner for SCEA over the last six years, and we would like to thank them for their dedicated service to our business.”

Given Sony’s in-your-face media campaigns of yore, Carat has some work ahead of it.




  1. SplatteredHouse

    A good move. Sony’s had no end of off-point promotion since practically the end of the PS2-era. “It Only Does Everything” being a brief exception.

    #1 2 years ago
  2. ps3fanboy

    good news, now we will destroy these xbox idiots.

    #2 2 years ago
  3. Samoan Spider

    @2 I know you don’t want to hear it, but competition is good. Destruction of competition is bad. And also, there’s idiots all over the world and plenty of them own consoles on both sides of the divide.

    On topic though, its good that Sony is thinking of media strategy. MS has lots of resources to throw at this kind of thing so this will bring balance to the force.

    #3 2 years ago
  4. blackdreamhunk

    PS4 Announcement – Abridged Version

    #4 2 years ago
  5. YoungZer0

    ‘Deutsch’. What a weird name. Anyway, hope ‘Carat Global’ does better, because I still think Sony had a lot of great games this gen and didn’t do enough advertisement for it.

    Starhawk was one of the best games last year and too few have played it.

    #5 2 years ago
  6. DSB

    “It only does everything” always kinda repulsed me. It just didn’t fit with reality. If perception is reality, lead with authenticity.

    Maybe that’s because I’m a PC gamer, and my machine actually does do everything.

    Kevin Butler was a slam dunk though.

    #6 2 years ago
  7. manamana

    @DSB agreed. “Long live play” seemed a better fit as the focus is on playing …

    #7 2 years ago
  8. YoungZer0

    “Long live the Emperor” sounds better.

    #8 2 years ago
  9. DSB

    @7 Precisely, and it’s a positive statement that isn’t just self-congratulatory.

    Being cocky can be effective, but Sony really didn’t have a lot to be cocky about for a long time, so you have a disconnect.

    I think Kaz Hirai embodies an entirely different attitude, and that can only be a good thing.

    #9 2 years ago
  10. Dragon246

    Just a minute, wasn’t Deutsch LA dropped for BBH ?

    Edit- Just checked GBiz-
    “Carat Global and BBH New York will now work together to put a new face on Sony’s PlayStation brand.”

    #10 2 years ago

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