Sony Appoints Ruder Finn Atteline to Lead Regional PR Communications Across the Middle East

The account integrates Ruder Finn Atteline’s Consumer and Corporate Divisions to drive Sony’s vision of filling the world with emotion through creativity and technology

Ain Alalam – Rashad Iskandrni

23 June 2025: Sony Middle East and Africa has appointed Ruder Finn Atteline, a global integrated marketing and communications consultancy and the MENA arm of the Ruder Finn group, to manage its regional PR communications mandate across the Middle East. The agency will lead strategic PR Communications for Sony’s consumer electronics division, covering Saudi Arabia, UAE, Qatar, Kuwait, Bahrain, Oman and Egypt.

Ruder Finn Atteline’s appointment includes handling Sony’s BRAVIA televisions, home audio systems, advanced digital imaging products, audio solutions such as the newly expanded ULT Power Sound series, and the INZONE range.

The partnership follows Ruder Finn Atteline’s recent brand refresh and strategic senior appointments, strengthening the agency’s expertise in consumer and corporate communications.

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[1]. 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’  this further embodies our  inclusive approach to craft integrated, high-impact communications strategies to showcase the depth, diversity, and values in the region.”

As a creative entertainment company, Sony continues to shape cultural and immersive experiences across the region through its innovation in home entertainment, personal entertainment, digital imaging gaming, and storytelling. In recent months, the brand has spotlighted several key launches, including new home and personal entertainment offerings at the W Hotel in Abu Dhabi in April, and the launches of the REON Pocket Pro and flagship noise cancelling headphones WH-1000XM6  in May.

With a multitude of launches in the pipeline, Sony remains committed to delivering inspiring content and cutting-edge technology across the region. Ruder Finn Atteline will continue to support Sony’s story through integrated communication strategies rooted in the Middle East market, evolving entertainment trends, and shifting digital consumption patterns to keep connected with its customers.

–ENDS–

About Ruder Finn Atteline:

Ruder Finn Atteline, dually headquartered in Riyadh and Dubai, is the MENA arm of the Ruder Finn group, one of the world’s largest independent global communications and creative agencies with over 75 years of experience. Specializing in the Consumer and Corporate communication Divisions, the integrated agency supports household brands and disruptive entrepreneurs with nearly a decade of expertise in strategic public relations, reputation management, and brand positioning.

Through its proprietary RF Tech Lab, an analytics and emerging technology incubator, Ruder Finn Atteline harnesses advanced data science, machine learning, and AI capabilities to address complex business challenges. The agency’s integrated approach combines these technological innovations with strategic storytelling through its Content and Digital arm, delivering campaigns that shape culture. Distinguishing itself by being “big enough to influence but small enough to care,” Ruder Finn Atteline takes on clients as selectively as they are chosen while maintaining a rooted long-term vision and the belief that “culture eats strategy for breakfast.”

About Sony Middle East and Africa

Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, Mobile Electronics (Car Audio), broadcasting and professional products and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads the execution of various logistics, sales, marketing, advertising and customer service activities through its business partners. 353 accredited third-party service centres reinforce Sony’s presence in key markets in the region.

About Sony Corporation

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With the mission to “create the future of entertainment through the power of technology together with creators,” we aim to continue to deliver Kando* to people around the world. For more information, visit: http://www.sony.net/

*Kando is a Japanese word that roughly translates to the sense of awe and emotion you feel when experiencing something beautiful and amazing for the first time.

[1] https://www.sony.com/en/SonyInfo/CorporateInfo/purpose_and_values/