Arvind Hickman
Dec 22, 2022

PlayStation appoints global media agency

EssenceMediacom won a review that kicked off in May, but Dentsu is retained in Japan

PlayStation appoints global media agency

Sony Interactive Entertainment, the gaming console division of Sony, has reappointed EssenceMediacom as the global media agency for PlayStation, following a competitive review.


The business also confirmed that Dentsu has been retained as a media agency in Japan, and David is its media agency in Brazil, Sony Interactive Entertainment confirmed.


Campaign understands the review, managed by the consultancy R3, invited all of the major holding companies.


The WPP agency, which has been formed through a merger of Mediacom and Essence that will operate under the EssenceMediacom brand in 2023, will handle media strategy, planning and buying for the gaming console.


PlayStation is estimated to spend $170m on media each year. 


In 2016, Mediacom won the bulk of PlayStation's media duties , moving from OMD in EMEA and from Carat in other markets including the US. 


All agencies Campaign contacted declined to comment.


(This article first appeared on Campaign Asia)

Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

2 days ago

Netflix announces ad tier milestone and adtech platform

The streaming platform’s ad-supported plan reaches 40 million global monthly active users and drives 40% of all signups in the 12 countries where it’s available.

2 days ago

Whisper unveils new phase of #KeepGirlsInSchool to ...

The latest poignant film seeks to normalise periods as healthy changes, empowering young girls to reshape their narratives around puberty.

2 days ago

Group M broadens remit of Wavemaker global chief ...

Jenner will remain as Wavemaker global chief executive.

2 days ago

Samsung's LTE Galaxy Watch6 campaign unlocks ...

The brand's latest film highlights the integration of LTE into consumers' lives, positioning the watch as a reliable digital companion.