• by Steve McClellan  @mp_mcclellan, July 8, 2013

Dallas-based ad agency The Richards Group and its client Bridgestone Americas have settled a legal battle with Sony Computer Entertainment America.

Last year, SCEA sued Bridgestone for allegedly misappropriating the “Kevin Butler” character that Sony had used in many of its PlayStation game system ads. Richards was added as a defendant earlier this year. A Bridgestone ad created by Richards in 2012 used the same actor that portrayed the character “Kevin Butler” for Sony to promote a giveaway the tire company was doing with competing console maker Nintendo.

Notice of the settlement was filed in U.S. District Court in California last week, although the details of the arrangement were not disclosed.  Earlier, Sony settled with the actor Jerry Lambert who portrayed the Kevin Butler character.

SCEA’s settlement with Bridgestone and Richards followed a confirmation from the tire company that it was dropping Richards as its ad agency.  Replacing Richards is Publicis Dallas, which will handle strategic and creative duties for Bridgestone’s tire operations.

Richards, however, will continue to handle some Bridgestone work through its sports marketing unit Haymaker.

“Sports marketing is an important part of our brand building strategy, and we are pleased that Haymaker will continue to support us in this area,” stated Bridgestone CMO Philip Dobbs.

While characterizing the severed relationship with Richards as “strong and effective” while it lasted, Dobbs added that by switching to Publicis Dallas and retaining Haymaker, the team has "the right combination of strategy, creativity, commitment and service to excite our customers.”

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