Sources close to the pitch told The Drum that a new major partnership between PlayStation and a sportswear brand would be key to the account moving forward.
Meanwhile, the Sony brand recently has overhauled its strategy to operate more cohesively across markets. According to industry reports, the gaming company has consolidated its marketing operations into one global team.
The global account will be jointly handled by Adam&Eve/DDB teams in London and New York, where it operates as Adam&Eve/NYC to distinguish itself from its fellow Omnicom agency, DDB.
It’s a major a win for the shop’s US office in particular, which has been slow to pick up business since launching with founding client Samsung in 2016.
A spokesperson for incumbent BBH New York, which held the PlayStation account for six years, said it had "decided not to participate" in the pitch.