Monday, August 9, 2010

PlayStation Picks Saatchi for First Latin American Work

NEW YORK ( -- Sony Computer Entertainment America has picked Saatchi & Saatchi, working with the network's U.S. Hispanic agency Conill, to introduce PlayStation to consumers in Latin America.

PlayStation has been available in the region, but the company's focus until now has been more on Europe and North America.

"We never really had enough product to supply [Latin America]," said Mark Stanley, senior director and general manager, Latin America, for Sony. Mr. Stanley, who grew up in Costa Rica and is fluent in Spanish, joined the company two years ago and has been building up local marketing teams and distribution. "Now every country has a PlayStation team and relationships with top retailers."

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