Sony Computer Entertainment is understood to have appointed Interpublic Group-owned Deutsch to handle the £72m ($150m) advertising business for Playstation. It ends a 13-year relationship with incumbent TBWA/Chiat/Day.
It is understood to have been in the final shoot-out between Deutsch and Seattle-based Publicis in the West. Venables Bell & Partner, which is based in San Francisco, and RPA, the Santa Monica agency, were involved at an earlier stage.
The appointment comes as Sony Playstation is being forced to deny rumours that it is planning to review its UK business. It is currently held by TBWALondon.