The announcement follows the appointment of Takayuki Akiyoshi as the new general manager of Sony Electronics Asia Pacific.
Sparkfury, a local start-up, has been tasked with BTL communications for the upcoming launches of 11 Cyber-shot models within this year.
The brief also includes refreshing the brand’s image in point-of-sale collateral, as well as creating websites.
The campaigns will span Asia-Pacific, Middle-East and Gulf markets.
Sparkfury managing director Michael Wee emphasised the need to highlight the camera’s technologies in order to “give the entire brand a fresh new look so as to woo customers in today’s congested digital camera field”.
