For too long, Sony has lacked a consistent, robust image befitting its role as a cutting edge, innovative company. A key part of the problem is its extensive agency roster. So rationalising the agency structure is a step in the right direction. However, let's hope Sony doesn't move too far in the other direction to an over-centralised operation where its strategic and creative platform caters to the lowest common denominator.
VIEWPOINT: Sony consolidation a sign of the times
The move by Sony to consolidate its sprawling marketing communications business - spanning Asia-Pacific, Australasia, the Middle East and Africa - with one creative agency and a media counterpart is a long time in coming.
