Sony Mobile


The Gild was the global strategic lead for Sony Mobile for five years. We defined the consumer target and brand positioning, before crafting the brand guidelines. We then worked for several years, with Sony's partner agencies, to define the direction of the brand's communications and packaging.

Consumer strategy

Brand positioning

Creative platform

Portfolio strategy

Brand guidelines

Agency & comms support

The first advert to launch from our strategy, created by McCann, was the highest scoring ad ever launched by Sony Mobile.