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Jon Williams Creative
Xperia Global Content Creation
When the brand is the differentiator
Hugo and Cat was Xperia's lead digital agency, so I worked on brand definition and articulation as well as multi-channel content and messaging for multiple new product launches.
The key challengewas to convey unique Sony brand messages and product differentiators in the context of a highly competitive smartphone market. When the brand is the differentiator, the message and tone of each piece content is critical.
The right message for each medium
Every product has a slightly different target audience and proposition. For each new product we created a tagline and messaging hierarchy, as well as selecting the key assets to be used across channels and markets.
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