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Agency & Martech Opps: PlayStation seeks new creative AOR roster

nearly six years with incumbent BBH, which has opted out of the pitch process. The agency's last work for PlayStation promoted the relaunch of PlayStation Classic, a console with 20 classic pre-loaded games (see above).

According to three sources familiar with the process, PlayStation wants to build a roster of 3-4 agencies to handle its worldwide marketing. Winning shops will work on independent projects, and - get this - the brand wants them to pitch against each other for around six major campaigns throughout the year. They'll get paid for each individual pitch, hence the lack of an RFP. With the amount of products the brand constantly advertises, it felt that the work was too much for just one AOR. The more the merrier, right?

Sony saw a 27% jump in gaming revenue for the brand's business in Q2 2018, and it might have a screen-equipped controller here).

Sellers should expect marketing spend to rise during the holiday season, when parents are looking for presents for the gamers in their lives.

So far this year, iSpot reports that PlayStation has spent more than $183.9 million on national TV commercials targeting various male-oriented programs (see targeting right). The brand's total 2017 spend increased to $198.5 million from that of $81.5 million the previous year.

According to Pathmatics, a YTD digital display spend for Sony Games of $21.1 million has generated 1.3 billion impressions, with most ads (98%) placed site direct on destinations including mlb.com, youtube.com, espn.com, gamefaqs.com and kotaku.com. Last year, the group's full spend rose to $71.1 million from that of $55 million in 2016.

Agency & martech readers - along with the ongoing creative review, keep PlayStation on your radar for other potential work in the future. 2017 and 2016, respectively. Since these relationships are still so far under average agency tenure (3-4 years), I'd focus on creative work for now. When pitching, keep in mind the brand's traditional target demographic, which consists largely of male consumers under the age of 35.