PlayStation 4 DualShock 4 - front view

Sony is putting the pieces into place for the launch of its next-generation PlayStation 4 home video game console.

Sony Computer Entertainment America announced today that Carat Media will now manage the PlayStation company’s media strategy going forward. Carat Media will design how the company will market its products and will handle the buying of advertising spots on television, on the web, and elsewhere.

“All of the participating agencies presented outstanding approaches during the selection process,” SCEA senior vice president of PlayStation brand marketing Guy Longworth said in a statement. “Carat presented an innovative model that will drive significant marketing value to SCEA, and we look forward to partnering with them.”

Carat recently signed to work with automotive giant GM and retailer Macy’s. The firm will work with SCEA’s new advertising agency BBH New York, which will create the actual ads.

“We are thrilled to be able to redefine the value of PlayStation’s media, especially at this incredible moment in time for the brand,” Carat Global president Doug Ray said.

Previously, advertising firm Deutsch handled both the ad creation and media management for SCEA.

Sony plans to launch the PlayStation 4, which it introduced last week, during this year’s holiday season.