Sony Europe has appointed Andy Griffiths as top brand marketer for both its consumer electronics and business products across Europe. He takes over the newly created role immediately.
Griffiths, who becomes vice-president of marketing communications for Europe, joined Sony in 1993 and has held a number of sales and marketing positions. He will oversee all brand and through-the-line activity in 30 markets, including Russia and central Europe.
Griffiths will also be responsible for developing new advertising channels and making the most of Sony’s relationships with brand extensions, such as PlayStation and Sony Ericsson. He says the brand is not just about products but also about entertainment, such as films and video games.
His promotion follows an announcement by the Sony Corporation that Sony will have to work harder to maintain its brand positioning against newcomers, which are perceived as more cutting edge. It also coincides with the news that the marketing department is being transferred from Amsterdam to London next spring. The move aims to bring the marketing communications team closer to other Sony departments.
Griffiths will continue to use the “You make it a Sony” brand strategy, launched earlier this year, as the central message for both consumer and business communications. The strategy was developed by Sony’s pan-European agency, Fallon, which won the account a year ago (MW November 14, 2002).