Japanese gaming giant PlayStation has this week appointed creative firm EssenceMediacom to as its global media agency of record following a competitive review launched in May.
PlayStation’s parent firm Sony Interactive Entertainment also confirmed that Japanese agency Dentsu had been retained its media agency within its home territory, whilst WPP’s David retained the brand’s Brazil account.
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The recently formed EssenceMediacom will begin operating from 2023, having been born out of WPP’s decision to merge Essence and Mediacom. The new super-agency will now be tasked with overseeing PlayStation’s global media strategy, planning and buying.
According to Campaign, Sony invited all the major holding companies to take part in the review, managed by the R3 consultancy.
