TBWA/Chiat/Day has been Sony Computer Entertainment America's (SCEA) ad agency for the last 13 years, but it would appear that SCEA is now looking for a new agency. A report in Advertising Age, which cites "a number of executives familiar with the situation," claims that SCEA eliminated TBWA from a review for its $150 million PlayStation advertising account.

According to the report, TBWA was one of five finalists in the pitch. Two other agencies vying for the PlayStation account, Publicis in the West, Seattle, and Deutsch, Los Angeles, were called back to present further information. Venables Bell & Partners, San Francisco and RPA, Santa Monica, Calif., haven't been contacted yet, however.

TBWA/Chiat/Day goes back to the days of the first PlayStation, which it helped market. Most recently, the agency helped put together the new octopus-like morphing PS3 ads that show off various games and Blu-ray movies.

The report says that a decision is expected by the end of the week. GameDaily BIZ contacted SCEA for confirmation, but the company declined to comment.