Sony Computer Entertainment Europe has appointed Naked
Communications to work on the PlayStation brand across Europe.
Naked will develop strategic planning across all communications channels
and develop PlayStation as a media brand. SCEE's media agencies,
MindShare across Europe and Manning Gottlieb Media in the UK, will
continue to work with it, as will TBWA/London on creative.
However, PlayStation wanted fresh ideas and to tap Naked's experience of
developing media brands after its work for ITV Digital. Part of the
challenge for PlayStation is to look at new avenues for expansion and
Naked will provide consultancy on this.
The agency was appointed by David Patton, the vice-president of
marketing for SCEE. He said: "PlayStation has been at the leading edge
of marketing from the day we started. As we continue to challenge and
evolve relationships between consumers, brands, entertainment and media
channels, it's absolutely right that we work with a leading-edge
communications company such as Naked."
John Harlow, a founding partner of Naked, said: "PlayStation is king
among brands. We're thrilled to be involved at such a key period in
The PlayStation media account was won by Manning Gottlieb Media and
MindShare in 1995. The PlayStation media account is not part of a global
media review that Sony is running across its Electronics, Music and
The launch of the PlayStation 2 console in late 2000 was the most
successful yet by SCEE, with sales of the machine in the UK outstripping
those of any other console previously launched. TBWA and Manning
Gottlieb worked together on developing strategy for its "third place"