Sony (and its ad agency) need a home run with the PS3

November 1st, 2006, 00:56 Posted By: wraggster

Echoing the concerns of other investors, Fortune Magazine examines the much needed PS3 home run for Sony if the company wishes to stay competitive in the consumer electronics world. The piece calls the PS3 launch "one of the most closely watched new-product rollouts of all time." Given its recent PR beats, portable music spanking at the hand of Apple, and mass battery recalls, Sony is hoping its ad agency, TBWA, can in part save the company. That's a tall order for the Los Angeles-based firm with its $150 million Sony account.

More interesting, however, is what TBWA (which has done all US ads since the first PlayStation in 1995) has to accomplish: Not only do their ads need to encourage prospective gamers to buy Sony's third-generation console, the ads must convince said consumers to wait for the PS3 due to extremely limited launch availability.

From the article: "The agency's job is to persuade those who leave the store empty-handed to wait - to not buy Xbox or Wii - even if it means holding off until after Christmas before Sony can ramp up its manufacturing enough to satisfy the demand. So the bar is high indeed. If the Los Angeles office doesn't clear it with the PS3 launch, Sony may not be the only client that heads for the exit."

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