PlayStation powers up with Host

By By Wenlei Ma | 4 September 2012
PlayStation game Uncharted 3: Drake's Fortune.

Sony's entertainment and gaming brand PlayStation has appointed Host as its lead creative agency in the lead-up to several new software releases prior to Christmas.

Host will develop several digitally driven campaigns for different game releases in the coming months. The ad agency will also contribute to regional campaigns across traditional mediums such as TV and print.

PlayStation previously worked with TBWA globally until the relationship was severed  in 2010. Since then, the brand has been working with a number of different agencies, including Host, on a project basis.

PlayStation senior marketing director Raoul Bedford said: “I've been impressed by both the attitude and aptitude of Host in response to our local creative briefs. We've identified a clear need to develop creative, out-of-the-box digital campaigns to engage our local community online that complements the regional creative work.

“Host has won some key digital software projects, due to not only nailing the briefs, but also having built up a great working relationship with our team.”

Host managing director Suzie Shaw said: “PlayStation is an iconic brand and a great company to work with. We've got some really ambitious work planned.”

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