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Sony drops Kevin Butler ad agency

Bartle, Bogle, Hegarty signed up for future projects

Sony Computer Entertainment America has ended its relationship with Deutsch L.A, the ad agency responsible for creating Kevin Butler, in favour of Bartle, Bogle, Hegarty.

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"Deutsch L.A. has been an incredible partner for PlayStation over the last six years, and has delivered stand-out creative and strategy for the PlayStation brand in the US. We would like to thank them for their dedicated service to our business," said PlayStation America marketing exec Guy Longworth.

Bartle, Bogle, Hegarty has previously delivered commercial campaigns on products such as AXE, Barclays, British Airways, ESPN Brazil and Mentos.

John Patroulis, the firm's chief creative officer said PlayStation is "one of the most exciting and coveted brands in the world, so we're thrilled and humbled to partner with SCEA. They have a smart and ambitious team and we can't wait to get started."

The Kevin Butler character proved to be very popular among the games community, and was used to market both first and third party PlayStation titles, as well as hardware.

However, in October it emerged that PlayStation began legal action against Jerry Lambert, the actor portraying the character, for appearing in an advert that shows him playing on Nintendo's Wii console.

In January,Lambert admitted that his appearance in a separate Bridgestone tyre advert, playing a Wii game, could have created confusion about what games the Butler character was endorsing. The legal case was settled out of court.

Sony is expected to officially unveil the PS4 at the PlayStation Meeting in New York on February 20.

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