SAN FRANCISCO: Sony has shifted the bulk of its PR business for
PlayStation2 from Fleishman-Hillard to Hill & Knowlton.
Fleishman had handled Sony Computer Entertainment of America's (SCEA) PR
business for six years, long before the existence of a PlayStation
product. Molly Smith, director of PR for SCEA, said: 'It was time for
new ideas, new energy and new types of programs.' Fleishman repitched
unsuccessfully for the business.
It is not yet clear how the account switch will affect Bragman Nyman
Cafarelli (BNC), the other main agency working on the PlayStation2
Sony would not confirm whether the Los-Angeles-based entertainment firm
will continue its relationship with BNC.
BNC worked with Fleishman on the PlayStation2 launch event in Los
Angeles, which attracted numerous celebrities and garnered extensive
It had been working with Sony on entertainment outreach since before the
Hill & Knowlton's new account will reportedly be headquartered out of
its San Francisco office, with support from Los Angeles. The total value
of the PlayStation business was not disclosed, but it is widely believed
to have been one of Fleishman's biggest West Coast accounts.
For H&K, whose high-profile California clients include E-Trade, Compaq,
Mailboxes Etc. and Mazda, the win adds another big name to the roster.