OMD wins pan-Euro branded content account for PS3

LONDON - Sony Computer Entertainment Europe has appointed OMD International to handle its pan-European branded content account for PlayStation 3.

The network is expected to co-ordinate the business alongside OMD Fuse, the network's branded content arm, with local markets helping to create the content. Manning Gottlieb OMD, PlayStation's UK media agency, will also work on the business.

OMD won the account after a pitch against roster and non-roster agencies. The agencies were briefed to create music and video content for the PlayStation Network, PlayStation 3's broadband entertainment portal, through which gamers can download game upgrades.

PlayStation uses a roster of agencies
to work on branded content initiatives, including Stream, the branded content division of TBWA. OMD has worked with PlayStation on previous content projects, most recently the experiential activity to launch SingStar Studios, a karaoke room that was an extension of the SingStar game.

OMD's signing follows moves by Sony to step up the battle with Nintendo and Microsoft, its rivals in the console market.

Although initial sales of the PS3 were strong, it has struggled to keep up with the more competitively priced Nintendo Wii and Microsoft Xbox 360.

Peter Magnani, the managing director of OMD International, declined to comment.

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