Of its loss of the account and Deutsch's win, TWBA issued a statement congratulating the firm. "TBWA/Chiat/Day is very proud of the contributions that we have made over the past 12 years to establish PlayStation as a legacy brand," the statement read. "The current work in the marketplace has had tremendous impact and speaks for itself. We wish them the best."

Deutsch won the account over Seattle-based marketing firm Publicis, San Francisco-headquartered Venables Bell & Partners, and Santa Monica-based RPA. Founded in 1969 by David Deutsch, the company's clients include car company Saturn, restaurant chain T.G.I. Friday's, and digital imaging company Olympus.

Shacknews contacted Sony for comment, but has not yet received a response.