PlayStation UK has appointed The Romans as its retained PR agency following a three-month competitive pitch process.
The brief, which will span both hardware and software, commences immediately and will include press office, influencer relations, content creation and PR-led experiential activity.
As well as focusing on brand-led campaigns to take PlayStation 4 to new audiences, The Romans will lead on delivering launch activations for upcoming PlayStation-exclusive titles including Uncharted: The Lost Legacy and God of War.
Jo Bartlett, Head of Communications at PlayStation UK, said: "The Romans demonstrated two things very clearly: stand-out creative ideas and the team needed to deliver them. We're really excited about the potential of the campaigns they presented at pitch."
Misha Dhanak and Joe Sinclair, Founders of The Romans said: "We've built a gaming area in the office next to the beer fridge and cancelled all our evening plans. Reckon you can take us on? Our PSN is @LoseToTheRomans."
The account will be led by Associate Director Tom Winterton, a graduate of PRWeek's 30 Under 30 class of 2013.