Sony hands Host lead role on PlayStation

Gaming brand PlayStation has handed Host a lead role for its range of software titles in the run up to Christmas.

The assignment comes more than a year after the Sony brand parted ways with TBWA globally, after which the advertiser has opted for a project-based approach to agency relationships locally.

Raoul Bedford, senior marketing director at PlayStation 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 have 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.”

Suzie Shaw, Host’s MD added: “PlayStation is an iconic brand and a great company to work with. We’ve got some really ambitious work planned.”

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