Sony PlayStation’s target audience (gamers) are notoriously ad-averse and hard to reach, and the company needed a fresh approach to finding the best possible solution to a new type of agency partnership. PlayStation wanted a seamless global team with resources in the US, EU and Asia who would be a strong agency partner for the PS4.
R3 helped PlaySation establish a new partnership with 12-months of work already locked and loaded, benchmarked for creativity and rates against the world’s best agencies.
Assessment – R3 applied its deep dive Discovery Tool with all stakeholders globally.
Evaluation – A long list of 108 agencies including the usual suspects as well as best-in-class boutique agencies.
Project Management – Full management of the whole process including agency engagement, fee benchmarking, client references. Attendance at all tissue sessions and final presentations.
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