PlayStation game over for MacLaurin

MacLaurin Communications has resigned the pounds 100,000 Sony PlayStation account, just as the video games market enters its crucial selling period in the run-up to Christmas.

MacLaurin Communications has resigned the pounds 100,000 Sony

PlayStation account, just as the video games market enters its crucial

selling period in the run-up to Christmas.



Both client and agency insist that the split was an amicable agreement -

although sources suggest that fee levels forced the agency’s

decision.



Sony PlayStation’s director of marketing Alan Welsman has now decided to

change the way that product PR is handled, and is planning to take on

separate agencies to promote individual games.



Welsman said: ’Following internal changes every game now released has a

bigger budget and more attention paid to it. We treat it like a film or

record release.’



He is currently in discussion with agencies about handling product PR,

with each game launch carrying a budget of between pounds 50,00 and

pounds 70,000.



MacLaurin has handled corporate, branding and product PR for Sony

PlayStation since its launch in June 1995. It is currently unclear who

will be handling PlayStation’s corporate and branding PR after this

month although Welsman has asked MacLaurin to continue working on

non-product PR.



MacLaurin Group chairman Brian MacLaurin said: ’We leave PlayStation at

a time when it is at the very top of the tree. It has been a great

pleasure to work with Alan Welsman and his team but the time is now

right to move on.’



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