Maja Pawinska Sims 22 Nov 2018 // 8:30AM GMT
LONDON — Ogilvy has won the Sony PlayStation retainer PR account across EMEA after a four-way competitive pitch, the Holmes Report can reveal.
Ogilvy will be looking after the gaming giant across more than 100 markets across the region, providing creative, strategy and delivery. Ogilvy UK will act as the central hub and press office.
The incumbent agency across EMEA was previously Fever PR, which took over from Shine in 2016 and won Sony's UK mobile business last year. The Romans won PlayStation's UK retainer last year from Fever and are unaffected by Ogilvy's appointment.
Ogilvy’s new remit extends across PlayStation’s software and hardware suite of products and services, including all PlayStation gaming consoles, peripheral hardware controllers and software.
PlayStation is Sony’s top performing division; the agency comes on board as Sony recorded a 27% leap in gaming revenue in Q2 and announced it has sold more than 86 million PS4 consoles to date.
Jane Fearnley, Ogilvy UK client partner, told the Holmes Report: “PlayStation is such an iconic brand, and we’re absolutely thrilled to be working with them across EMEA. The whole team are so passionate about the brand and gaming, so it’s a great win.
“There’s a rich opportunity to create campaigns which have an incredible impact and real ‘talkability’, and we can’t wait to collaborate on work which celebrates PlayStation’s heritage, as well as helps tell the story of the brand’s exciting future.”