Sony Computer Entertainment America announced that it has hired Carat Global to head up the company’s media business. Carat replaces Deutsch L.A., which was also relieved of its duties as SCEA’s creative agency a few weeks ago.

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