Electronics giant Sony has appointed PlayStation game system exec Andrew House to the newly-created post of global chief marketing officer.

The elevation of the 15-year corporation veteran from his current role evp of marketing at Sony Computer Entertainment America is intended to bolster the company's brand value, which slipped 16% last year, according to consultancy Interbrand.

House will look to create some consistency among the company's many marketing efforts for its gaming, consumer electronics, movie and music divisions.

Says Sony chairman/ceo Sir Howard Stringer: "We're trying to avoid downside of fragmentation and create a uniform identity where the sum of the parts is greater than the whole."

Last month the company announced a $140 million (€114m; £77m) advertising spend to boost sales of its high definition televisions in the US [31-Aug-05].

House, and Oxford University graduate who speaks fluent Japanese, does not expect any changes in Sony's marketing partnerships, which include Omnicom Group's TBWA\Chiat\Day, Havas-owned McKinney + Silver and Publicis Groupe's Fallon.

Data sourced from Adweek (USA); additional content by WARC staff