Sony Middle East and Africa appoints new PR partner

Sony Middle East and Africa (Sony MEA) has hired consumer electronics specialist Tribeca to help drive awareness and growth of its range of audio and digital imaging products in South Africa.

Drawing on its years of experience working with international consumer electronics brands such as Epson, TomTom, Logitech, Garmin, Asus and Toshiba, Tribeca will aim to provide on-the-ground insights and strategic support to the Sony MEA team, which is based in Dubai.

"Our business objectives are very clear: we need to increase sales across our various South African retail partners," says Mathew Mathai, general manager: marketing communications, Sony MEA.

"Tribeca has already demonstrated that it can support us effectively in achieving these objectives, and we trust their guidance in responding to local media and consumer expectations."

Davina Malan, business unit director at Tribeca, said: "We have had the honour of working with a significant number of consumer technology clients over the past 13 years, including Epson, which was one of our founding Tribeca clients and is still a client today.

"We’re excited to be working with the Sony MEA team to raise their profile and assist them to achieve their business objectives in South Africa."

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