The Playstation RFP – Who’s In, Who’s Out

We mentioned a bit ago that Sony was (rightfully) looking for a new agency. Despite the PS2 being the number one gaming console, the company needs to contend with the recent rise of Nintendo and Microsoft’s gaming units, as well as what Adweek is nicely calling an “erosion” in core brand attributes. You know… after the blogosphere cried bloody murder over their recent PS2 India ads and the consumer backlash against the PS3, you gotta think this is a good move for Sony. The RFP reads:
“For the first time in its history, the company finds itself in a catch-up position with the next-generation consoles [e.g., Xbox 360 and Wii],” the document noted. “While the PS brand health is still strong and the PlayStation brand is still believed to deliver a ’stimulating experience’ that ‘pushes the boundaries,’ it has become more of a safe choice. These indicators are pause for the company to reassess its strategic road map for managing its brand and products over the next ten years.” Blah, blah, blah… you get the picture.

So who got this RFP? Publicis & Hal Riney in San Francisco and Publicis West in Seattle; Interpublic Group units DraftFCB in San Francisco and Deutsch/LA; WPP Group units Grey in San Francisco, Young & Rubicam, and JWT in San Francisco; and independents 72andSunny in El Segundo, Calif., and RPA. Looks like the incumbents TBWA/Chiat Day are going to pony up to the plate too, but you know Sony just asked them out of courtesy. We’ll see what happens. The final decision can be expected in October.

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