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Odd was appointed six months ago without a pitch by Sony Playstation European software manager Isabelle Tomatis. 

According to consultancy partner Nick Stickland, the group was chosen on the strength of its portfolio and ability to do ‘something a little different.’ 

The designs are themed around one of the game’s core elements, humiliation. ‘The game allows you to turn your mates into things like sheep and so on, so we used the idea of pranks [in the creative],’ says Stickland. 

Special edition packs will carry a free, ‘prank-related’ gift, such as a water pistol. ‘Most of our point-of-sale design is done in-house, so [the appointment of Odd] is quite unusual, but we wanted something different,’ says Ratchet and Clank 3 product manager Kevin Smythe.

The material will be distributed to all regions that use the PAL television system, including Europe and Australia. Odd has also designed an accompanying website.

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Odd won the Kerrang! 105.2 account following a pitch with three undisclosed agencies. The agency will work with the station's marketing director Lisa Blower on all aspects of the launch marketing campaign, including below-the-line activity. 

Emap Performance recently announced that it was calling a review of the £2m creative account for its magazine and television brands, as it is looks to establish a roster of agencies to work on a project basis. 

The appointment of Odd is understood to be distinct from its roster plans. The review is understood to incorporate Kerrang! magazine, as well as other music titles. Mother currently handles the bulk of the business, including the teenage celebrity title Sneak and Magic FM. 

Odd has created campaigns for clients including Sony PlayStation and Heineken and works across the UK and Europe. 

It was founded just over two years ago by Nick Stickland and Simon Glover, graduates of London's Royal College of Art and Central Saint Martin's respectively.

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