Sony Middle East and Africa has appointed Ruder Finn Atteline to oversee PR communications for its consumer electronics division across the Middle East, covering Saudi Arabia, the UAE, Qatar, Kuwait, Bahrain, Oman, and Egypt.
The agency�s scope includes handling Sony�s BRAVIA televisions, home audio systems, advanced digital imaging products, and audio solutions, such as the newly expanded ULT Power Sound series and the INZONE range.
Sophie Simpson, Managing Director of Ruder Finn Atteline � MENA, commented: �Sony is a brand that resonates globally, but also connects deeply with audiences here in the region. This partnership reflects the kind of work we want to do more of - bold, meaningful, and built on shared ambition, while also fulfilling Sony�s purpose to fill the world with emotion through the power of creativity and technology. As we continue to expand our presence in the Middle East & North Africa, our focus remains on creating real impact for all our clients. Collaborating with iconic brands like Sony propels us closer to our goal of shaping the future of communications through culture and creativity.�
Jobin Joejoe, Managing Director, Sony Middle East and Africa, added: �At Sony, our ambition is fueled by a relentless drive to inspire and fulfil the curiosity of our audiences across the MENA region. We believe in creating meaningful experiences that go beyond technology. Experiences that connect with people on a deeper, more personal level. Our partnership with Ruder Finn Atteline is a natural extension of this vision. As an agency with strong regional insight and a grasp of evolving market dynamics, Ruder Finn Atteline brings both local relevance and strategic expertise to the table. Just like our People Philosophy, � Special You, Diverse Sony� A this further embodies our A inclusive approach to craft integrated, high-impact communications strategies to showcase the depth, diversity, and values in the region.�