PlayStation brief secured by Shine

Shine Communications this week emerged as early favourite in the race to bag Sony's lucrative pan-European PlayStation account.

Sony Computer Entertainment UK head of PR David Wilson has brought in the agency for a five-month strategic comms project focused on ‘brand-oriented cultural work'. He declined to give further details, saying work was ‘in development'.

SCE UK is set to split with eight-year incumbent Jackie Cooper PR at the end of the year (PRWeek, 13 Oct).

Wilson said Shine's project would overlap the end of JCPR's contact and the start of the new agency.

He is currently drawing up a shortlist of agencies for the core business. He said Shine's work on this project would not rule it out of competing for the main account.

JCPR associate director Rana Reeves joined Shine earlier this year. ‘This work will expand beyond JCPR's timescale, and working with Rana gives us continuity,' said Wilson.

Sony has drawn fire from retailers after scrapping plans to release its hotly anticipated PlayStation 3 in time for Christmas.

The win is the first for Shine Culture, which will officially launch next year.

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