Sony Entertainment Network (SEN) is holding early-stage talks to find a single agency for the brief, which is thought to be worth six figures.
A shortlist is being drawn up by European PR manager Alison Gram, who was drafted in from Carphone Warehouse in February to lead SEN’s comms strategy.
The UK, France and Germany are key markets, but the brief also covers other European countries where at least one online service is offered. The work includes Australia and New Zealand, which is rolled into Sony’s European business territory.
Sony is looking to widen public knowledge and understanding of the services and is focusing on consumer and entertainment PR specialists.
The online games store, PlayStation Network, is already well known by users of Sony’s PlayStation 3 console.
However, Sony’s music and video stores, Music Unlimited and Video Unlimited, are overshadowed by online entertainment giants such as iTunes, Spotify, Netflix and LoveFilm.
Since launching three years ago, the music and video services have been promoted largely in connection with their availability via Sony hardware, such as its Bravia TVs and PlayStation products.
The comms work will focus on each service individually, but will also include promotion of the overall SEN business brand where relevant.
Another aspect will be promoting the availability of other entertainment services such as LoveFilm through connected Sony devices.
Music Unlimited Offers unlimited ad-free access to music from a range of labels, via Sony connected devices, iPhone and Android devices.
Video Unlimited Gives film fans the ability to buy or rent individual movies from a range of studios through Sony devices and PCs.
PlayStation Network Provides online access to games through PlayStation games consoles.