Sony gets Naked on the agency roster

Sony Australia has appointed Naked Communications as its lead marketing communications agency following the appointment of Simon Hovell (near left) to the position of Head of Brand Marketing and a review of each rostered agency’s role in the Sony Australia marketing structure. In addition, within Sony’s Brand Marketing team, Tim Simons (far left) has been appointed into the new role of Customer Insight and Experience Manager.

Naked will be supported by a roster of Sony’s existing agencies, including Euro RSCG, Starcom MediaVest, Saatchi & Saatchi, iris and Hausmann Communications.

Mike Wilson, managing partner, Naked Communications, said the agency is looking forward to expanding its role within Sony Australia’s marketing process into 2011 and beyond: “Sony is evolving as a company, from an electronics-focused organisation to a broader network services and entertainment company. This is an exciting challenge for us to lead this strategy and support the focus on changing customer behaviour, primarily through online mediums and directly at the retail shopfront.”

Sony Australia’s new agency structure is effective immediately. Naked is underway on a campaign for Sony’s Bloggie camera category, which will unite with Sony Foundation’s You Can campaign to reach the critical 15-30 year old market. 

Prior to joining Sony, Simon Hovell was Marketing Director at Dell Australia & New Zealand, where he launched and grew the consumer business for Australia and New Zealand across phone, online and retail channels. In this role he was responsible for the management of product and communications strategies along with the launch of the retail channel. Previously Hovell has also held senior client side marketing positions at MLC and NAB, in addition to agency roles at DDB and McCann Erickson and emitch. Tim Simons moves into his new role from the previous position of National Customer Care Manager at Sony Australia.

Commenting on Naked’s appointment, Hovell stated: “The appointment of Naked as our lead agency, to develop strategy across all of Sony’s electronics business, demonstrates the importance of focusing on customers in this category. Naked’s speciality, of behavioural change, will become core to how we bring campaigns to market in Australia. This focus is also reflected in the creation of the customer insight role within the Brand Marketing team at Sony.”

Hovell continued: “One of the challenges faced in the electronics category is customer retention and advocacy. Companies need to demonstrate true value to consumers and generate brand and product love to encourage repeat purchase and referral. The trend to focus on price that has occurred in recent years actually incites confusion and can limit the customer experience. For example, the recent digital switchover statistics reveal that a number of consumers have purchased digital TV products that have left them incapable of viewing the full range of free-to-air digital channels, specifically the HD broadcasts.

“There’s no question that the technology landscape – with electronics and network services – is becoming increasing complicated. Our new agency structure will enable us to focus on three key areas for developing our brand and business in Australia – customer insight, retail engagement and digital marketing. These areas are the frontline for education and advocacy for consumers in the electronics and networked entertainment arenas.”