Capturing stylish innovation, in just a few words


Sony is a consumer electronics company with well-known brands in games, movies, music, and information technology. The company’s computer division produces and markets a range of PCs under the VAIO name.

324493-sony-vaio-pro-11Communication challenge

Sony Information Technology Europe needed a copywriter to establish the tone of voice for the pan-European launch of the VAIO PC range, and to deliver all the written communications. The marketing – and the product – needed to stand out in a crowded market while remaining true to Sony’s history of stylish innovation.

Copywriting solution

Richard, Director of RichWords, created the English master-copy on all written materials for the VAIO PC launch across Europe. Having built relationships with the product engineers in Japan and marketing teams around the continent, he developed editorial guidelines to help protect and promote the VAIO brand.

The tone of voice nestled comfortably within the Sony brand family, and distinguished the new brand from the competition. Post launch, Richard continued to write about the VAIO while also managing numerous freelance writers, translators, designers, and ad agencies.


“Thanks for all the work on our pan-European campaigns. You really understand the Sony brand and what we want to communicate.”

Akbar Huck, Marketing Communications Manager, Sony VAIO Europe