AKQA | Agency Profile, Contacts, AOR, Client Relationships
- Main Telephone
- (202) 337-2572
|Jim B.||Group Creative Director||DC|
Sample of Related Brands
|Ed D.||Senior Account Director||DC|
|Mike H.||Associate Creative Director||DC|
|Bryan D.||Client Director||DC|
|Thiago B.||Associate Creative Director||DC|
Campaign Imminent: PlayStation concludes global creative review amid digital shift (Score 42)
The Omnicom agency will BBH New York, which had the account for six years and didn't participate in the review.
The first work from the agency is slated to debut later this year, so sellers should reach out to remain top-of-mind. Then, focus on revenue tied to planning period Q1, buying period Q4, upcoming games and the PlayStation 5 expected to launch November 2020. PlayStation typically targets millennials and Gen-Z (male skew).
Overall spend at the brand has been going down, but we expect the trend to reverse itself soon since PlayStation hired two Electronic Arts veterans. It hired Jaap Tuinman as global media and marketing technology head (January) and Erika Peterson as senior global marketing, strategy and innovation director (May).
Please view lower-level shifts here.
Keep in mind that any increases we see under these personnel should go to digital and social channels, which have been seeing increases in lieu of decreases in offline channels, especially broadcast. Kantar reports PlayStation pulled out of outdoor in 2017 and pulled out of print and radio in 2016.
iSpot reports a YTD national TV spend of $26.6m placed on male-focused programming (see targeting right). Spend in the same timeframe of 2018 totaled $71.9m, full 2018 spend totaled $230.9m and spend in 2017 totaled $199m.
Adbeat reports digital display over the last 12 months has totaled $26.5m, an increase from the $9.1m spent during the 12 months prior. Ads are placed primarily via direct buy (56%), Google (31%) and YouTube (13%) onto sites like youtube.com, lifehacker.com, wikia.com, ign.con and kotaku.com.
Hookit reports sponsorships include UEGA Champions League, Avintia Racing, Wellington Phoenix FC, Central Coast Mariners FC and the Call of Duty League.
Agency & martech readers -- reviews tend to follow one another, and the new personnel are likely to review additional accounts, so reach out for media and/or digital work. Competition will likely include AKQA, digital AOR since 2017. Focus pitches on helping PlayStation stay top-of-mind amid competitors like Xbox, Steam and Nintendo.