Marketer in Africa – Profile

Business Tech Africa brings a spotlight on Marketers in Africa doing interesting things with interesting marketing approaches. Our first Marketer profile is of a marketer with deep international experiences – Koji Sekiguchi – Head of Marketing: Sony Middle East and Africa

Overview of Koji’s career journey with Sony – Where did it all begin?

My journey with Sony began 25 years ago, and over the years I’ve had the privilege of leading teams across Japan, Hungary, Russia, and Indonesia, where I served as President Director. In June 2023, I was appointed Marketing Director for Sony Middle East and Africa, tasked with steering the region’s marketing direction, driving business growth, and ensuring that our offerings continue to meet the evolving needs of our customers.

What is Sony’s marketing and influencer landscape/strategy for South Africa?

In South Africa, our marketing strategy is centred on creating meaningful connections with consumers through authentic storytelling and experiences that highlight the power of our technology. We recognise that today’s audiences value brands that understand their lifestyle and culture, so our approach combines innovative digital campaigns, experiential activations, and strategic partnerships to engage people where they are – online, on stage, and in their communities. Whether through music, gaming, or content creation, we aim to position Sony as an integral part of how South Africans enjoy entertainment and express their creativity.

Our influencer strategy plays a key role in achieving this. We collaborate with a diverse range of creators – from musicians, filmmakers, tech reviewers to lifestyle influencers, who reflect the vibrancy and diversity of South Africa’s creative scene. These partnerships go beyond endorsements; they are co-creative relationships that allow influencers to showcase how Sony products enhance their passions and everyday experiences. We also host key events in the region that form part of our marketing strategy. For example, events such as the Sony Creators Convention, Alpha Festival, Sony Cine Tours ensure that we stay connected to our audiences while contributing to the local economy. 

How is Sony catering to younger consumers in Africa? (GenZ)

At Sony, we understand that younger consumers in Africa, particularly Gen Z, are redefining how they experience music, content, and creativity. They value authenticity, self-expression, and technology that complements their lifestyles. To cater to this generation, we’re designing products that merge powerful performance with bold, contemporary design – with the launch of the ULT POWER SOUND Series, we’re setting a new standard in audio experiences with the focus on the GenZ market. Designed to bring music lovers and party starters massive bass and ultimate vibes, the ULT POWER SOUND range was launched both in South Africa and Nigeria, two leading markets in the African region. To continue catering for this market, we have now expanded the range with four new products: the ULT FIELD 3, ULT FIELD 5, ULT TOWER 9AC and ULTMIC1.

Beyond the products themselves, we’re deepening our engagement with Gen Z through collaborations that speak their language. This includes partnerships with young local creators, musicians, and digital storytellers who are shaping culture across the continent. By empowering the younger generation to create and express their individuality through Sony technology, we aim to build authentic connections and inspire the next generation of music and entertainment enthusiasts and content creators in Africa. Our focus is on delivering sound and technology that fit seamlessly into their everyday lives, whether they’re creating, sharing, or simply enjoying what they love.

How is Sony tapping into emerging tech in AI?

One of the key areas driving our competitiveness has been the adoption of AI-driven technologies, not only in our latest product innovations but also in enhancing our day-to-day operations. AI-driven technologies have been seamlessly integrated into our product offerings to enhance user experiences. 

In Home Entertainment, our BRAVIA TVs are equipped with Sony’s proprietary XR Processor, this technology goes beyond the conventional AI and analyse the content and recreates the pictures the same way humans see and hear in the real world, bringing creators intent to life. 

In Digital Imaging, Sony’s advanced AI capabilities enable our cameras to recognise and track various fast-moving subjects—including people, animals, and vehicles. This intelligent automation optimises autofocus and exposure settings, ensuring the best possible shot in every situation.

Additionally, we have also taken a proactive approach by developing Enterprise LLM, a secure web application platform designed to help our employees safely explore generative AI while also enhancing their AI literacy. This initiative ensures that our teams can harness AI’s potential responsibly and effectively.

What has been Your top marketing win or success so far?

In the Middle East, the launch of the REON Pocket Pro – a wearable thermal device introduced in the summer of 2025 was a standout success for Koji. Released with limited initial stock, the product quickly gained traction thanks to its innovative design, practical usefulness in extreme temperatures, and strong consumer curiosity. Much of this momentum was driven by a clear and targeted marketing strategy that combined compelling storytelling, strategic influencer partnerships, and precise audience segmentation. As a result, the REON Pocket Pro sold out rapidly, cementing its position as one of Sony’s most impactful product launches in recent years and demonstrating the power of a well-executed, insight-driven campaign.

In South Africa, for the ULT POWER SOUND launch we actively engaged with local musicians, influencers, and creative talents to be part of the campaign. This includes performances at the launch event and ongoing collaborations that highlight how our audio products amplify their creativity and sound. We will continue to go in this direction to offer fans an immersive audio experience that truly speaks to their passion for music and entertainment through co-creative campaigns.