Sony to overhaul retail marketing

Sony has said that it is planning to ‘invigorate and transform’ its consumer electronics’ retail marketing activity.

The Japanese company has appointed advertising agency Live & Breathe to handle the account, which Sony has described as a ‘new strategic approach’ to its existing retail strategy, according to Marketing Week.

Amongst the areas affected by the overhaul are its television hardware, audio-visual, digital imaging, design, and image divisions.