"We were impressed with the Deutsch team's strategic discipline and integrated approach to marketing our various platforms," said SCEA marketing VP Peter Dille in the announcement. "We look forward to working with them on innovative marketing campaigns to build the PlayStation brand's influence even further."

Deutsch won the $150 million account last week over Seattle-based marketing firm Publicis, San Francisco-headquartered Venables Bell & Partners, and Santa Monica-based RPA. Earlier in the week, sources involved in the matter learned Sony's marketing partner of 13 years, TBWA/Chiat/Day, would not be in contention for the deal.