Ohga went on to purchase CBS Records in 1988 and Columbia Pictures in 1989, greatly expanding Sony's media presence. Ohga would succeed Morita as chief executive officer in 1989.[30][citation needed] Under the vision of co-founder Akio Morita[31] and his successors, the company had aggressively expanded into new businesses.[4] Part of its motivation for doing so was the pursuit of "convergence", linking film, music and digital electronics via the Internet.[28] This expansion proved unrewarding and unprofitable,[28] threatening Sony's ability to charge a premium on its products[31] as well as its brand name.[31] In 2005, Howard Stringer replaced Nobuyuki Idei as chief executive officer, marking the first time that a foreigner had run a major Japanese electronics firm. Stringer helped to reinvigorate the company's struggling media businesses, encouraging blockbusters such as Spider-Man while cutting 9,000 jobs.[28] He hoped to sell off peripheral business and focus the company again on electronics.[31] Furthermore, he aimed to increase cooperation between business units,[31] which he described as "silos" operating in isolation from one another.[5] In a bid to provide a unified brand for its global operations, Sony introduced a slogan known as "make.believe" in 2009.[30][citation needed]