Sony drops advertising company, TBWA

Let’s face it, we would love to always see a happy ending; however, we know that this is not the utopia society and things sometimes must end on a bad note. This is the case for TBWA/Chiat/Day, the advertising firm for PlayStation for 13 years.

According to reports, Sony has done away with the advertising agency, TBWA/Chiat/Day from their advertising account of USD 150 million. This is according to executives close to the situation.

Formally known as Chiat/Day in 1994 when initially hired by Sony Computer Entertainment of America, the firm played a pivotal role in the launch of the original PlayStation. From there the PlayStation brand became a household name as both the PS1 and PS2 sold well over 100 million units worldwide.

In their most recent campaign known as “Universal” featured the PlayStation resembling a mechanical octopus with the arms all representing particular aspects of the PlayStation 3 such as games, PSN, Home, and Blu-ray. TNS Media Intelligence reports that Sony spent USD 94 million on measured media in 2006 and only USD 2.9 million for the first eight months of 2007.

It seems as if Sony wants to start fresh with a new slate. No official word of where the company will actually go from here, but giving their background, it would not be smart to bet against them. Hopefully out of this move can bring about positive effects in the near and even distant future.

Source: Adage