For some time, Sony have been subjected to criticism for their thinly-spread approach to marketing their games, which relied largely on external sales companies taking care of much of the work for them. Just last month, sacked Sony PR member Will Powers spoke out on the problem with outsourcing PR for games, saying that external companies lacked the same level of loyalty to Sony’s products.
Now, it seems that Sony are intent on streamlining their operations, by reducing the number of European marketing companies from ten to just one. While this may sound drastic, Sony’s Head of European Marketing Gildas Pelliet was adamant that this move will ultimately work in Sony’s favour.
Europe remains a market of significant strategic importance for Sony. The internal collaboration taking place across our content, devices and network teams is acting as a true catalyst, making us better placed than ever to embark on this journey.
By removing duplication, streamlining operations and re-focussing, we are able to improve what matters most: delivering unique emotional experiences that excite and inspire our customers.
This move should certainly tighten things up in Sony’s marketing department, and may be seen as a necessary move in light of the company’s recent financial troubles. Whether the move was made purely as a forward-thinking business strategy or a desperate cost-cutting measure is unclear. Either way, it’s indicative of Sony’s desire to shake things up within their ailing company.