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.
{"items":["9d1f13b6-66d6-4eae-b270-55a033796e69","235394f5-7aa4-4243-8f92-bcbdd0502f95","a69bb5d0-7980-4e74-86c6-c40a0e2595b3","d2820da4-e334-4e2d-9bd9-0a291a12ce02","593ffc7b-263f-47fc-9026-3db200827101","4a881485-abd4-4799-a8fe-ff3de22b0303","b7a3cc0c-0ad4-4116-b9c8-ce2f604deea5"],"styles":{"galleryType":"Columns","groupSize":1,"showArrows":true,"cubeImages":false,"cubeType":"fill","cubeRatio":1,"isVertical":true,"gallerySize":30,"collageAmount":0.8,"collageDensity":1,"groupTypes":"1","oneRow":false,"imageMargin":2.5,"galleryMargin":0,"scatter":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":false,"isSlider":false,"isColumns":false,"isSlideshow":false,"cropOnlyFill":false,"fixedColumns":1,"enableInfiniteScroll":true,"isRTL":false,"minItemSize":120,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":3,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":0,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":0,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_HOVER","galleryTextAlign":"left","scrollSnap":false,"itemClick":"nothing","fullscreen":true,"videoPlay":"onClick","scrollAnimation":"NO_EFFECT","scrollDirection":0,"overlayAnimation":"NO_EFFECT","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"APPEARS","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","imagePlacementAnimation":"NO_EFFECT","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":0,"textBoxWidth":200,"textBoxWidthPercent":50,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"loadMoreButtonText":"Load More","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"NO_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":1,"videoLoop":true,"gotStyleParams":true,"selectedLayout":"6|bottom|1|fill|true|0|true","allowSocial":true,"allowDownload":false,"allowTitle":false,"allowDescription":false,"loveButton":false,"loveCounter":true,"showVideoPlayButton":true,"galleryImageRatio":2,"sharpParams":{"quality":90,"usm":{}},"floatingImages":0,"galleryHorizontalAlign":"flex-start","galleryVerticalAlign":"flex-start","imageLoadingWithColorMode":"PICKED_COLOR","imageRatioType":"FIXED","numberOfDisplayedItems":3,"itemBorderColor":"color-5","itemShadowOpacityAndColor":{"value":"rgba(0, 0, 0, 0.2)"},"textBoxBorderColor":"color-5","titleDescriptionSpace":6,"textsVerticalPadding":0,"textsHorizontalPadding":0,"textBoxFillColor":"color-2","alwaysShowHover":false,"isStoreGallery":false,"previewHover":false,"calculateTextBoxHeightMode":"MANUAL","galleryLayout":6,"useCustomButton":false,"customButtonText":"","itemOpacity":{"themeName":"color_15","value":"rgba(44,44,43,0)"},"itemFont":{"style":{"italic":false,"bold":false,"underline":false},"family":"avenir-lt-w01_35-light1475496","preset":"Custom","editorKey":"font_2","size":30,"fontStyleParam":true,"value":"font:normal normal normal 30px/37px avenir-lt-w01_35-light1475496,sans-serif;"},"itemFontSlideshow":{"family":"din-next-w01-light","displayName":"Basic Heading","style":{"bold":false,"italic":false,"underline":false},"size":22,"preset":"Custom","editorKey":"font_5","fontStyleParam":true,"value":"font:normal normal normal 22px/27px din-next-w01-light,din-next-w02-light,din-next-w10-light,sans-serif;"},"itemDescriptionFontSlideshow":{"family":"raleway","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Custom","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/18px raleway,sans-serif;"},"itemDescriptionFont":{"family":"raleway","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Custom","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/18px raleway,sans-serif;"},"itemFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemFontColorSlideshow":{"themeName":"color_15","value":"rgba(44,44,43,1)"},"itemDescriptionFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemDescriptionFontColorSlideshow":{"themeName":"color_15","value":"rgba(44,44,43,1)"},"loadMoreButtonFont":{"family":"raleway","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":14,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 14px/1.4em raleway,sans-serif;"},"loadMoreButtonFontColor":{"themeName":"color_15","value":"rgba(44,44,43,1)"},"loadMoreButtonColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"loadMoreButtonBorderColor":{"themeName":"color_15","value":"rgba(44,44,43,1)"},"responsive":false,"targetItemSize":30,"isAccessible":false,"allowLeanGallery":false,"layoutsVersion":2,"selectedLayoutV2":6,"isSlideshowFont":false,"externalInfoHeight":0,"externalInfoWidth":0},"container":{"top":"","bottom":"","left":"","right":"","width":980,"height":4405,"position":"","avoidGallerySelfMeasure":true,"galleryWidth":985,"galleryHeight":4405,"scrollBase":0}}