JCPR to push Sony’s PSP in Europe

Sony Computer Entertainment is on the verge of appointing Jackie Cooper PR to handle the European launch strategy for its PSP handheld games console.

The games giant is consulting subsidiaries in Europe on the hire of JCPR, its seven-year incumbent UK agency for Playstation. The brief consists of developing a strategy for PSP launches across Europe and liaising with territorial agencies.

It is understood that Hill & Knowlton, Weber Shandwick and Ketchum pitched for the work – with Freud Communications withdrawing before the pitch because the UK remit was not up for grabs.

JCPR will also handle PSP’s launch in the UK. However, Sony Computer Entertainment head of UK PR David Wilson said he would consider talking to agencies about the launches of individual PSP game titles ‘further down the road’.

Sony has said PSP is aimed at an older, more sophisticated audience than the DS – Nintendo’s handheld games console – and will launch across Europe in March.

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