5/30/2013 12:31:34 PM
Catherine Cherry - UK and Ireland marketing director, Sony
A sharp marketer, Cherry has been the key driver of a high profile push from Sony during the past 12 months. Its ambition has been splashed across billboards, in stores and on cinema and television screens. Sony’s advertising has been no-nonsense and eye-catching, with memorable campaigns outlining the key features of its range of smartphones and capitalising on the Sony brand. It has not all been ads soundtracked by Bowie classics, however. Cherry has masterminded some quirky viral campaigns such as the Xperia Face-Off, where consumers drove remote controlled cars touring Xperia smartphones around a specially built track. This drive has clearly paid off, with Sony gaining considerable share and Cherry receiving plaudits from the industry.