Naked to develop new PlayStation brand role

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

PlayStation's evolution."

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

Pictures divisions.

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"



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