LONDON--Sony Computer Entertainment has appointed Fever as its UK consumer PR agency, ahead of the launch of its PlayStation 4 console.
Fever, which is part of the Nelson Bostock Group, was selected following a two-stage tender process, which concluded last week with a closely-fought pitch between three agencies. The firm replaces previous incumbent agency John Doe, which had previously worked on the PlayStation business for five years.
The appointment comes ahead of the highly anticipated PlayStation 4 launch, scheduled for the end of 2013. As well as launching the new console to the UK market, Fever’s responsibilities will include extending the appeal of PlayStation’s existing consoles, the PlayStation 3 and PS VITA, including reaching out to new audiences, such as the family and casual gaming markets.
The firm will also assist in the PR campaigns for software releases from Sony Computer Entertainment UK including Beyond: Two Souls, Rain, Puppeteer and Invizimals.
“We are delighted to have Fever on board as we move PlayStation forward into a brand new and exciting era," 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."
The account will be led by Bruce McLachlan and Frankie Oliver, joint managing directors of Fever.