Both Sony and Microsoft are currently searching for new PR agencies, following a bout of musical chairs in the vitally important sector.

Sony UK has parted company with its longtime consumer communications partner Jackie Cooper PR ahead of what could be “a conflict of interest”, according to a Sony spokesman.

Sony has had a successful relationship with JCPR, with the agency winning awards for its work on PlayStation 2 and PSP. However, the London company was acquired by PR giant Edelman around 18 months ago – and Edelman has since become Microsoft’s key agency for Xbox in a number of other territories.

Microsoft has confirmed that it is at pitching stage with a number of PR agencies, after parting company from The Red Consultancy.

At this stage, the company insists no decision has been taken – but, as part of the PR powerhouse Edelman, JCPR must surely have a strong chance of picking up the UK Xbox business.
Meanwhile, Sony is working with Shine PR on a five-month basis. It will not, however, appoint the agency in the long-term due to Shine’s key account currently being Electronic Arts.