Sony Computer Entertainment America (SCEA) announced that it will be working with Bartle, Bogle, Hegarty (BBH) New York with it's ad creative going forward. This means the company will be moving on from Deutsch, which provided memorable ads such as the Kevin Butler series after being brought on soon after the launch of the PS3.
"All of the participating agencies, 180LA, Anomaly, BBH New York and Deutsch presented outstanding ideas during the process. But after careful consideration, BBH New York is the best partner for our business,” said Guy Longworth, SVP, PlayStation Brand Marketing at SCEA. "Deutsch has been an incredible partner for PlayStation over the last six years, and has delivered stand-out creative and strategy for the PlayStation brand in the US. We would like to thank them for their dedicated service to our business."