Shine wins new brief with Sony Entertainment Network

Shine has won a Europe-wide brief with Sony Entertainment Network, the online entertainment division of the Japanese media giant.

The newly-created contract has been initiated ahead of the launch of Sony's new flagship games console the PlayStation 4, which incorporates the Sony Entertainment Network as a key component of its online services, reports PRWeek.

Alongside the key console work – which will centre around the system's debut in November 2013 – there will be other hardware-related campaigns over the Christmas period, with Shine to play a key role in developing Sony Entertainment Network's online and offline media presence.

Sony's European PR manager Alison Gram said: "We don't have any European social media feeds at the moment so that will be a focus. We also want to reach a lot more consumer press alongside core tech press."

Shine works with a wide variety of leading multinational brands, including eBay, Evian, WWE, Paramount, Nickelodeon and Universal Orlando.