South Africa, June 5 -- In this Q&A, he shares his vision for the brand, the evolving role of marketing, and the opportunities he sees across the region.

Younger consumers today expect brands to participate in culture rather than simply market to them. For Sony, this means staying closely connected to the spaces where younger consumers express themselves whether through music, gaming, sport, photography or content creation.

Our focus is on creating experiences and partnerships that feel authentic to those communities while continuing to showcase Sony's innovation and premium entertainment leadership.

Across Africa and the Middle East, we are seeing a highly connected generation that is globally aware, but also deeply proud of local ide...