Pilchard Teeth is an anagram of 'The Third Place', PlayStation's consumer proposition and advertising tag line.Our inspiration came when we identified a gap in the magazine market for grown-up gamers. We advised PlayStation on the choice of production company (Idle Industries) and briefed the production company on the editorial direction.We also arranged Pilchard Teeth's distribution to ensure that it was picked up by the right audience in the right environments.Most recently we extended the Pilchard Teeth brand by introducing a website and sponsoring the Clerkenwelll Literary Festival, a leading edge forum for creative writing and thought.