We are excited to announce that we’ve been hired by Sony Ericsson to lead its brand strategy, architecture and guidelines as it evolves its Xperia smartphone brand and makes the transition to become a wholly-owned subsidiary of Sony.

The smartphone market is one of the fastest moving categories in the world, with the pace of change set to increase as demand and technology converge, and Sony Ericsson’s Global Brand Director Allan Solomon commented:

“The partnership with The Gild will be an important strategic collaboration at an exciting time for the Sony Ericsson brand. I’m impressed with The Gild’s level of insight, commitment and the strategic solutions they aim to deliver to further strengthen the Xperia brand. The Gild combines extensive commercial and marketing experience with practical, creative and exciting executions.”

Simon, our very own MD said:

“The smartphone market is among the most dynamic sectors and it is a once in a lifetime opportunity to work with Sony Ericsson on this brief.”

Some of the press coverage we received:
Campaign
Brand Republic
The Drum