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Considering that Sony VAIO is a Japanese brand with an advertising agency in California and a goal of increasing both brand awareness and sales in Latin America, we had to adapt our way of working. We started by putting together an expert team of people who truly understands the market and culture: Bilingual copywriters, art directors, account directors, editors and producers ensure that ideas resonate in our markets and our messaging is crafted perfectly. Non-bilingual team members learn the basics via in-house language lessons. And perhaps, most importantly, regular research trips to Latin America allow us to stay on top of cultural trends as well as conduct important competitive research and maintain relationships with local brand managers and salespeople.
All of these things combined have fostered a 10-year partnership with Sony VAIO that has allowed us to continually create fresh and insightful VAIO campaigns that stand out, not only in the category of consumer electronics, but in the general field of Latin American advertising, as well. And there are over a million Sony VAIO Facebook fans to prove it.