According to Phil Rubel, Fallon’s representative director and managing partner in Japan, Sony is seeking a campaign to support the PlayStation 3 brand itself, rather than the accompanying software.
“This is the first time that they’re focusing on the product,” said Rubel, explaining that advertising by console brands in Japan was traditionally “software specific”.
“This is the first time that they’re focusing on the product,” said Rubel, explaining that advertising by console brands in Japan was traditionally “software specific”.
Fallon Tokyo also services Sony’s China division, where it works on the company’s Alpha, Bravia and Cybershot brands.
