Adam & Eve joins Sony European digital ad roster

Sony Computer Entertainment Europe has appointed Adam & Eve to its pan-European digital ad roster.

Sony PlayStation…launching new game
Sony PlayStation…launching new game

The agency won a place on the roster after a pitch against two undisclosed shops and will now be responsible for handling a digital campaign that supports the launch of a new Sony PlayStation 3 game, which is due to be released next year.

Details of the game have yet to be released, but markets that the work will run in are thought to include Spain, Italy, Germany and Sweden, as well as the UK.

The campaign is due to include a social media element, as well as online gaming and digital advertising.

Adam & Eve's appointment marks the first time that it has worked with Sony on its advertising business.

The agency will partner with the digital shop Th_nk on the account. Adam & Eve is expected to oversee strategy and creative work, with Th_nk handling activation.

The agencies have already worked together in recent years to create digital advertising for John Lewis.

TBWA\London is the incumbent on the PlayStation 3 advertising account, while Agency Republic handles the brand's digital work. Neither agency is affected by Adam & Eve's appointment.

High-profile games currently produced by Sony include Gran Turismo, SingStar and Little Big Planet.

Separately, Sony's consumer electronics division recently hired Grey Worldwide to handle an international campaign to promote Bravia TVs.