Sony Names Global CMO

LOS ANGELES Andrew House has been named to the new post of global chief marketing officer at Sony Corp., he said.

House has been executive vice president of marketing at Sony Computer Entertainment America in Foster City, Calif., the unit that sells PlayStations and other portable gaming devices. He will now divide his time between that office and Sony headquarters in Tokyo.

“The experience of PlayStation taught me that when the company is singularly focused on a key market, we can deliver tremendous results,” House said. “We hope we can extend those efforts to the parent brand and globally.”

House said the job “is a newly created role that never existed before, meant to establish a point of coordination and build value in the brand.”

The move had been expected [Adweek Online, July 13].

He reports to Howard Stringer, Sony chairman and CEO, and Ryoji Chubachi, president and CEO of Sony Electronics.

House’s successors at SCEA are both from the company’s executive management team. Jack Tretton was appointed executive vice president and co-COO. Riley Russell was put in charge of third party and developer support. They report to SCEA president and CEO Kaz Hirai.

He foresees no changes in Sony’s marketing partnerships, which include Omnicom Group’s TBWA\Chiat\Day, Havas-owned McKinney + Silver and Publicis Groupe’s Fallon.

“I have no wish to control individual advertising components,” House said. “The intention is to create better coordination of the various assets of Sony in the fervent belief that the whole can be more than the sum of the parts.”

Fluent in Japanese, House joined Sony 15 years ago, “almost fresh out of Oxford,” working in the corporate communications department in Japan. Five years later he moved to the marketing communications department of Sony Computer Entertainment in Tokyo. By 1996, he had become the vice president of marketing for SCEA, moving to California.

“Howard [Stringer] has emphasized two things, a need to break down the internal silos and help reinvigorate the Sony brand,” House said. “I will do my best to help both initiatives.”

SCEA spent $90 million on U.S. advertising in 2004, while the Sony Electronics division spent $150 million, per Nielsen Monitor-Plus.

This story updates an item posted earlier today with news of House’s successors at SCEA.