• by Steve McClellan  @mp_mcclellan, June 28, 2018

Sony has appointed Brooklyn, NY-based Big Spaceship to handle creative advertising for its master brand in the U.S., the companies have confirmed.

The selection came after a formal review. Tracey Locke was the incumbent.

Big Spaceship is tasked with positioning Sony as a “relevant, overarching entertainment and electronics brand.” It will be responsible for developing content across digital, social, experiential and influencer partnerships. 

New work from the agency is expected to break this summer.

“We needed to find a partner who could help us create a cohesive and culturally relevant presence that reflects how consumers communicate and engage with Sony,” stated Steven Fuld, Sony senior vice president of Marketing.

“Big Spaceship’s ability to understand and connect with real people, with relevant content, is exactly what we need to emotionally move our target,” added Fuld.