Sony Corporation of America selected Brooklyn-based Big Spaceship as its brand and creative agency partner to promote its master brand, following a review. It’s unclear if incumbent Tracey Locke participated in the review.

“We needed to find a partner who could help us create a cohesive and culturally relevant presence that reflects how consumers communicate and engage with Sony,” Sony svp, marketing Steven Fuld said in a statement. “Sony has redefined its brand marketing approach with a clearly defined brand target and a marketing-technology stack capable of identifying and reaching them. Big Spaceship’s ability to understand and connect with real people, with relevant content, is exactly what we need to emotionally move our target.”

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