Sony hires new firm for PlayStation media business

Sony Computer Entertainment America has hired Carat Global to handle the company's media business. Carat Global replaces Deutsch L.A., the company that was also replaced as SCEA's creative agency a few weeks ago.

"All of the participating agencies presented outstanding approaches during the selection process," said SCEAs senior vice president of PlayStation brand marketing Guy Longworth. "Carat presented an innovative model that will drive significant marketing value to SCEA, and we look forward to partnering with them."

"Deutsch has been an excellent partner for SCEA over the last six years, and we would like to thank them for their dedicated service to our business," Longworth added.

Carat Global and BBH New York will now work together to put a new face on Sony's PlayStation brand.