Agency: Fallon | Author: Laurence Green |
Sony – Fresh Creative Turf for the World's Most Respected Brand
A VERY BRIEF BACKGROUND
Sony Europe briefed agencies in the summer of 2002 to develop new insights and ideas to cement the brand's appeal in the consumer electronics category 1 both now and in the future.2
Any new strategy or idea would have to work across audiences, across products and – arguably toughest of all – across markets (some mature, some immature. from the UK to Russia).
More specifically we would need to balance tomorrow's vision with today's business...