Magazine article Marketing

CAREERS: Company CV - the Sony Corporation

Magazine article Marketing

CAREERS: Company CV - the Sony Corporation

Article excerpt

The Sony Corporation is a global organisation based in Japan. Its main interests are in electronics (video and audio equipment, televisions, computers and software, telecommunications equipment and electronic components) and entertainment (computer games, record labels and motion pictures).

Sony Computer Entertainment Europe (SCEE), is responsible for the distribution, marketing, sales and software development for PlayStation and PlayStation 2, and has offices in Europe, the Middle East, Australia and New Zealand.

In May 1946, Masaru Ibuka and Akio Morita founded Tokyo Tsushin Kogyo (The Tokyo Telecommunications Engineering Corporation). In 1958 they changed the name to Sony. The first Sony products appeared in Europe in the 50s. Sony Overseas SA was set up in Switzerland in 1960 and the first overseas factory was opened at Bridgend in Britain in 1974.

At the beginning of this year XFM and PlayStation 2 teamed up to launch a post-clubland show called Third Place. This became the Radio Group's first advertising-funded programme and was completely free of branding and advertising.

In April 2003, SCEE promoted PlayStation 2's fantasy adventure game, Primal, with an advertising campaign featuring a woman morphing into a demon based on the lead character of the game.

In June this year, Britvic linked up with PlayStation 2 for an on-pack promotion devised by Triangle Communications. Britvic's Tango brand gave consumers the chance to win prizes including appearing in a PlayStation 2 game. …

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