Sony hires new media firm for PS4 launch

By Dave Cook
26 February 2013 10:50 GMT

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.


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