Agencies vie for 10m Sony brief

Sony Home Entertainment computer games subsidiary Psygnosis is hunting for an advertising agency for its 10m pan-European account.

It is the first time the Liverpool-based software house, which is owned by Sony Home Entertainment, has sought an agency. Previously, TBWA Simons Palmer has handled joint Psygnosis/PlayStation TV advertising, while the company has handled press and poster work in-house.

Marketing manager Peter Craven, who claims the company will spend 10m, says: “We are growing, and thought it time that we did our own TV advertising.”

The company has seen a number of agencies and says it is close to putting together a shortlist.

Psygnosis is the largest software house in the UK. It has developed games like F1, Wipeout and Destruction Derby, which have each sold over 1 million units worldwide.

The company has also drawn up a shortlist of three direct marketing agencies to work on a brief which will also operate on a pan-European basis. They are McCann-Erickson Manchester, Osprey and Lowe Direct.

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