It was the brand that everyone wanted to beat in electronics.
They were the innovators.
They were the leader.
Now they are playing catch up.
A gaijiun is in charge, and they are playing shuffleboard on the Titanic re-arranging their agency rosters.

Instead of being smart- like when IBM stopped using 50 agencies and gave it all to Ogilvy, Sony is still “spreading the wealth.”
If you need any further clue that they don’t have a clue- look at the roster shop Bagby and Company website. Not only is the site about as fascinating as a rock in a stream, it’s technically a failure- not showing up for shit in google:
Web Results 1 - 4 of about 7 from for . (0.28 seconds)
Meetings and Events Video 3
A full service marketing communications firm that develops and executes strategic
branding initiatives - delivering the right message to the right audience at the … - 4k - Supplemental Result - Cached - Similar pages
Bagby and Company Inc.
who we are. - 3k - Supplemental Result - Cached - Similar pages

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Bagby and Company Inc. Brand Expressionism. - 2k - Cached - Similar pages

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This is the best that Sony can find?
No wonder, they are no longer like no other.