New ad agency for $150 million Sony account

Sony has hired Deutsch as the new agency in charge of its USD 150 million PlayStation ad account.

Although no official announcement has yet been made, Agency Spy is reporting that Deutsch, based in Los Angeles, has won the coveted account.

Deutsch was one of five finalists vying for the account, including Publicis, Venebles, RPA, and TBWA.

TBWA, formerly known as Chiat/Day, had handled Sony's advertising since 1994 with the launch of the original PlayStation. It also helped Sony launch the PS2, PSP, and PS3, but was recently involved in controversy over some of its advertisements.

According to TNS Media Intelligence, Sony spent USD 94 million on measured media in 2006 and USD 2.9 million for the first eight months of 2007.