Sony Computer Entertainment America (SCEA) LLC today announced that after a competitive agency review, Saatchi & Saatchi has been awarded marketing responsibilities for PlayStation® throughout Latin America. The business includes brand and marketing communication for all the countries where SCEA distributes in the region, including Argentina, Belize, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Uruguay and Venezuela.
“After an exhaustive search for a new creative agency for the region, we’re convinced that Saatchi & Saatchi will be an ideal partner as we expand our market penetration in Latin America,” said Mark Stanley, sr. director & general manager, Latin America, for SCEA. “Their creative firepower will be a key driver in our continued expansion of PlayStation 2, PSP, PlayStation 3 and PlayStation Network in the region, as well as the launch of new technologies like 3D stereoscopic gaming and the PlayStation Move controller.”
Creative development will be led from the network’s Argentina agency, Del Campo Saatchi & Saatchi. Conill, Saatchi & Saatchi’s U.S. Hispanic market agency, was a partner in the review and will produce digital and non-traditional efforts for the business.
“PlayStation is more than a brand, it is an icon,” said Cynthia McFarlane, President of Saatchi & Saatchi Latin America and Chair of Conill. “We are honored to partner with SCEA to extend them to a young and increasingly tech savvy audience across cultures and borders.”
Saatchi & Saatchi’s first PlayStation campaign will debut for the 2010 holiday season and represent the first regional advertising effort for SCEA in Latin America.