Fever hired by Sony ahead of PlayStation 4 launch

Fever has been selected as the new consumer PR agency of Sony Computer Entertainment UK following a two-stage tender process and three-way pitch.

The agency has been recruited to oversee the launch of Sony's new flagship games console the PlayStation 4, which is due to be released worldwide before the end of the year.

A next-generation machine with advanced graphics capabilities and media sharing tools, the console will compete for market share with Microsoft's new Xbox One, as well as Nintendo's already-released Wii U.

Fever has also been tasked with extending the appeal of Sony's existing PlayStation 3 and PlayStation Vita consoles, working with Sony on marketing campaigns for key software titles such as Beyond: Two Souls, Rain, Puppeteer and Invizimals.

The account will be led by Bruce McLachlan and Frankie Oliver, the joint managing directors of Fever.

Mr McLachlan said: "Now we've been appointed, we look forward to working in partnership with the PlayStation team to make a critical year a creative and commercial success."