Global creative platforms are powerful, but in the Middle East, campaigns resonate most when they feel built for the market. Sony’s launch of the WH‑1000XM6 headphones shows how a premium audio brand can take a global idea, apply it across diverse cultures, and create region‑specific experiences without losing its creative centre.
Koji Sekiguchi, Head of Marketing for Sony Middle East and Africa, shares how the brand adapted its latest audio launch to the region – from localisation and influencer alignment to segment‑focused messaging and market rollout.
Globally, the WH‑1000XM6 headphones sit under the Sony audio division – For The Music – which US artist Post Malone
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