Sony Pictures Entertainment | Company Profile, Marketing Contacts, Media Spend, Brands
Sony Pictures is the American division of the Japanese giant, which produces and distributes movies and television shows worldwide.
|Main Telephone||020 7533 1018|
|Main Fax||020 7533 1015|
Sony Pictures Entertainment ContactsContacts (5/13)
|Stephan Z.||Vice President, Digital Media & Consumer Products||London|
Sample of Associated Brands
|Rob M.||Vice President, Commercial - Home Entertainment UK&I||London|
|Vikki L.||Publicity Director||London|
|Richard B.||Marketing Director||London|
|Greg E.||Executive Director, Marketing - UK||London|
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Sony Europe reorgs global marketing department, hands EU president global marketing title
Subject: Digital, Social, TV, Outdoor, Cinema.
Company: Sony Europe
Opportunity: Following a reorg of its management team and a new corporate strategy for the fiscal years 2015-17 (outlined below), Sony has reorganised its entire European marketing team in order to strengthen its consumer electronics business.
This puts current President of Sony Europe Masaru Tamagawa in a new role of global sales and marketing officer, effective 01 April 2016. He will oversee all global sales and marketing activity for the consumer electronics arm. At the same time, Sony Marketing (Japan) Inc. will start to oversee all of Sony’s global sales and marketing in addition to just Japan, which will change its name to, simply, Sony Marketing Inc.
Mr. Tamagawa will serve as chairman, while Hiroshi Kawano will expand his role to president of the new headquartered marketing department, in addition to overseeing sales operations in Japan. This follows news that Dennis van Schie left Sony Mobile Communications as chief VP for sales and marketing, putting UK and European marketing activity in the hands of the Japan office last summer.
Closer to the time of this marketing department shift, we’ll look into scoring this account. However, this doesn’t mean there are plenty of media buys and agency opportunities at hand, so we suggest you get sweet with Mr. Tamagawa before he becomes the head marketing decision maker early next year.
Growth Strategy & Drivers: In Mid-Feb., Sony unveiled its mid-term corporate strategy for fiscal year 2015-17 with the theme “profit generation and investment for growth,” which highlighted the company's key business strategies aimed to grow profitability, without necessarily pursuing volume.
Some key growth drivers Sony is currently positioned for includes the segments of Devices, Game & Network Services, Music, which are expected to drive Sony's profit growth over the next three years as the positioning will “implement growth measures and engage in aggressive capital investment in these areas with the aim of achieving both sales growth and profit expansion,” according to a statement.
In Devices, Sony plans to further bolster its competitive edge in the areas of CMOS image sensors by investing to increase production capacity and enhance R&D.
In the Games & Network Services, Sony plans to further expand the installed user base of the PlayStation platform and PlayStation Network (“PSN”). In Pictures, Sony will focus on expanding the audience for its Media Networks business by growing ratings and increasing its channel offering, strengthening its Television Production business and improving margins in its Motion Picture business. In Music, the Company will increase its focus on growth areas such as the streaming music market.
The TV and Mobile Communications business will see a focus on adding value of its products by leveraging in-house technologies and component devices and forming strategic alliances.
Media Spend: Sony Europe increased media spend by 54% year-over-year in 2014, reaching a total of £6.3m, according to Nielsen. TV, outdoor and cinema were the main areas of spend.
Digital breakdown: As of early July, the Sony brand had run 540 standard ads with 1,815 publishers (9% mobile) in year dating back to July 2014. The brand also ran 401 high impact ads with 26 UK publishers (85% premium format) and 40 video ads with 190 publishers, but mostly promoted PlayStation rather than mobile.
Of all the ads for Sony, 46% were published directly through the publishers, which were mostly tech, sports, games and entertainment sites. Most of this activity took place at the end of last year, so expect a ramp up now for Christmas season.
Agency Roster: The mobile unit of Sony is still reviewing its global creative roster, which went up for review in July. DigitasLBi to its digital CRM business.
Sony Europe Ltd
The Heights Brooklands, Weybridge, Surrey KT13 0XW, 01932 816 000
Mr. Shaun Dorrington
Mr. Gildas Pelliet
European Consumer Marketing Director