Sony hires Carat Global for PS4 launch

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Sony Computer Entertainment America has announced the hiring of media firm Carat Global to take on the corporation's media business.

The company was selected out of a pool of agencies that were pitching to partner with Sony ahead of the Playstation 4 launch later this year.

"All of the participating agencies presented outstanding approaches during the selection process," stated Sony America's 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."

Carat Global replaces media company Deutsch LA, which earlier this month lost its creative agency contract with Sony to BBH New York as well.

"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 said.

The PS4 is planned to launch in at least one region this holiday season.