What began as a hip magazine soon became a client longing to identify with who and what the brand stood for. Sony was saying too many things to too many people and lost their way. So we helped them return to their core brand equity and capitalized on their sleek, sophisticated, cutting-edge products. We re-focused their consumer too, by creating a barrage of messaging in key trend-setting markets, to remind them of what Sony’s all about. A high-fashion show at the San Francisco Sony Metreon, featuring models escorting products, was just one of many solutions that brought the rag back to riches.