SONY NAMES FIRST CORPORATE-WIDE MARKETING CHIEF

Andrew House Led Successful Launch of PlayStation Portable

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YORK, Pa. (AdAge.com) -- Sony Corp. has named Andrew House for its newly created corporate chief marketing officer position, the company announced today.
Photo: AP
Andrew House has been named Sony's first corporate-wide CMO.
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Led launch of PSP
Mr. House, executive vice president of Sony Computer Entertainment America, headed marketing efforts for the division and most recently led the highly successful launch of the handheld gaming system PlayStation Portable or PSP.

Mr. House will report directly to fellow Welshman Howard Stringer, Sony Corp.'s chairman-CEO, and Ryoji Chubachi, president-CEO of Sony Electronics.

The move follows the promise of Sony executives, especially Mr. Stringer, to make the often-called siloed divisions within Sony Corp. work more effectively together, as well as cross-market and converge devices in a way that makes sense for consumers. Mr. House will now oversee all global corporate marketing with an emphasis on "building the value of the Sony brand and helping divisions work together," according a news release announcing his promotion.

With division since 1995
Mr. House, who had been with the computer entertainment division since 1995, has been lauded for his PlayStation advertising campaigns, and for the recent PSP launch work. The marketing positioned the device as a multifunctional platform that first and foremost plays video games, but also movies and music and pictures. He aimed the message at not only the traditional 18- to 34-year-old male gamer, but also an older, mature audience as well.

He told AdAge.com in March: "We've set out with the PSP to establish a new brand voice. I told my team, 'We are now officially in the fashion business.'" His marketing plan included a variety of nontraditional media including a giant "live" PSP billboard in downtown New York, a fashion show launch party for the device and the inclusion of the DVD for Sony Picture's Spiderman 2 in launch kits. Sony has shipped more than 5 million PSPs around the world, the company said in July, a figure that doesn't yet include Europe as the PSP just launched there earlier this month.

Other moves
Mr. House will be replaced by Jack Tretton, who takes the role co-chief operating officer and executive vice president of sales and marketing. Sony Computer Entertainment America also promoted Riley Russell to head its third-party relations and developer support departments.

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