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Pitch won by: AKQA


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TargetSUMMARY | About this pitch

Sony PlayStation, has reportedly tapped WPP's AKQA, DC as its new digital agency, following a review. The new shop's duties will include web design, game trailers, digital video and UX, among other things.

This appointment comes around the same time that PlayStation launched its "Days of Play" promotion campaign, which kicked off last week with a 30-second spot (see above) and is set to run through June 17. So, while this work doesn't affect the new agency, marketing spend is up.

With that said, millennial male-focused digital sellers should be on the lookout for Q4 new campaign dollars. In fact, Pathmatics is reporting that digital display spend jumped the past 12 months to $27 million for 1.6 billion impressions from $5.8 million for 527.3 impressions a year earlier. Playstation's display budget is dominated by desktop video, so focus your pitch there. Video game-endemic sellers will have an advantage, but they run on sites like espn.com and vice.com too.

Media is at MediaCom, LA and it looks like creative is still at BBH, New York, although it's unclear whether this relationship was affected by the new agency hire. We will let you know when we hear something.

TargetTARGET | Insights on Gamers

Why gamers should be part of your audience strategy

For nearly two decades, I've been a professional marketer. For just as long, I've also been an avid Gamer. With a len...

Source: Think With Google

AT&T's 2016 Content Spending Plan

Deadline's interview to AT&T Entertainment Group's CEO John Stankey

Source: Deadline

Gamers

Cubeyou's original research about Gamers in the U.S.

Source: Cubeyou


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