TBWA began working with PlayStation brand in 1994 and has been creating ads for it across the past 13 years. Among the company's efforts are the "u r not e" campaign for the original PlayStation, which many gamers still reference more than a decade later, and the more recent white-room commercials for the PlayStation 3.

The new home for the $150 million PlayStation account has yet to be announced, though SCEA is said to have requested more information from at least two of the four companies still under consideration.