Sony’s hired UK advertising firm ‘Fever’ to lead the UK PS4 advertising campaign ahead of the console’s launch later this year, ending its relationship with John Doe and the agency’s founder Rana Reeves that started when he was at Jackie Cooper Public Relations (now JCPR) more than a decade ago.
Fever is not only assigned to highlight PS4, the firm will also be responsible for effectively marketing PlayStation 3 and PS Vita, including reaching out to new audiences, such as the family and casual gaming markets.
Fever will also assist in the PR campaigns for software releases from Sony Computer Entertainment UK including Beyond: Two Souls, Rain, Puppeteer and Invizimals.
Said David Wilson, head of PR at Sony Computer Entertainment UK:
With the launch of PlayStation 4 on the horizon, this is arguably the most important time in PlayStation’s history. With Fever, we feel we have an agency that understands our target consumers and can develop insight-led ideas that will resonate with the right people. We are confident its experience will help us push PlayStation to new heights.
The account will be led by Bruce McLachlan and Frankie Oliver, joint MDs of Fever.