UPDATE – SCEA’s long-time ad agency is reportedly out of the running for the $150 million PlayStation account.
See update below original story
TBWA/Chiat/Day had worked with SCEA for 13 years, but that relationship appears to be over, according to a report on trade site Advertising Age.
The report said that there were five finalists involved in the review for the PlayStation account, and TBWA was one of them. Publicis in the West, Seattle, and Deutsch, Los Angeles were two firms that were called back for further meetings. The two others have yet to be contacted.
Ad Age didn’t reveal its executive sources, and SCEA had not offered Next-Gen a confirmation or denial as of press time. An official decision is expected by the end of the week.
Known as Chiat/Day when it teamed with Sony in 1994, the firm helped with the launch of the original PlayStation and its two successors.
Sony spent $94 million on measured media in 2006 and $2.9 million for the first eight months of this year, according to TNS Media Intelligence.
[UPDATE] Ad Age Thursday said that it confirmed Deutsch to be the winner of the account. Longtime ad agency TBWA said in a statement, "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 current work in the marketplace has had tremendous impact and speaks for itself. We wish them the best."