Experiential agency LightBlue is to handle all of PlayStation’s activation in the MENA region for the next two years following the signing of an exclusive deal with Sony Middle East and Africa.
David Balfour, creative and managing partner at LightBlue, said: “Working with the PlayStation team allows us to challenge the brand at every engagement channel and pushes for creativity, which gives us that platform to deliver some excellent experiential work, which is what we are all about and love.”
May El Husseiny, head of marketing for PlayStation, said: “We have been working with LightBlue for the last four years and have been getting great creative work, specifically on activations and events. This works great with the PlayStation brand as LightBlue understands how to bring the brand to life.”
LightBlue currently works with HP, Cartoon Network and Pernod Ricard.