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"Sony has announced that it has selected New York-based ad agency Bartle, Bogle, Hegarty as its new lead creative agency, after what sounds like a complicated (and crowded) selection process. For the past six years, Sony's lead agency has been Deutsch L.A., the team behind none other than Kevin Butler and the famous \"Michael\" ad. But after chatting with Deutsch and other cool-sounding firms like 180LA and Anomaly, Sony selected Bartle, Bogle, Hegarty New York to deliver its future message.BBH has an impressive portfolio of work, including the Axe Astronaut campaign you may have seen during the Super Bowl last week. Why did Sony switch horses after so long? Oh, we don't know &amp;ndash; maybe they have a big new announcement in the works they want advertised just the right way.Show full PR text   Sony Computer Entertainment America Hires Lead Creative Agency    FOSTER CITY, Calif., Feb. 5, 2013 /PRNewswire/ -- Sony Computer Entertainment America LLC (SCEA) today announced that it has awarded its creative business to Bartle, Bogle, Hegarty New York, after a recent review.    \"All of the participating agencies, 180LA, Anomaly, BBH New York and Deutsch presented outstanding ideas during the process,\" said Guy Longworth, SVP, PlayStation Brand Marketing at SCEA. \"But after careful consideration, BBH New York is the best partner for our business.\"    \"PlayStation is one of the most exciting and coveted brands in the world, so we're thrilled and humbled to partner with SCEA,\" said John Patroulis, Chief Creative Officer, BBH New York. \"They have a smart and ambitious team and we can't wait to get started.\"    \"Deutsch has been an incredible partner for PlayStation over the last six years, and has delivered stand-out creative and strategy for the PlayStation brand in the US. We would like to thank them for their dedicated service to our business,\" Longworth added."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.engadget.com/2013/02/06/sony-replaces-kevin-butler-ad-agency-with-axe-firm/>