B-M clinches global Sony Ericsson brief

Burson-Marsteller has been hired as Sony Ericsson’s global retained agency, beating rivals Weber Shandwick and Hill & Knowlton to the luc­rative account.

Sony Ericsson: picked B-M from a shortlist of three agencies
Sony Ericsson: picked B-M from a shortlist of three agencies

B-M’s UK CEO Jonathan Jordan called the win ‘significant,’ adding that Sony Ericsson is a ‘big spender on marketing as a whole’.

B-M will handle Sony Ericsson’s entire global PR strategy, from corporate and thought leadership campaigns to consumer launches. ‘Its calendar is pretty busy and there’s a major launch coming up,’ said Jordan.

The electronics giant held the three-way pitch in Aug­ust, presided over by head of global corporate comms Aldo Liguori (PRWeek, 8 August). Liguori said that B-M stood out among its competitors despite its recent headline-grabbing activity in the US.

‘Burson-Marsteller was extremely professional and obviously the strongest of all the agencies,’ said Liguori.

B-M will start work on the account next week. Band & Brown-owned agency Brando will continue to work on international consumer pro­jects for the electronics firm.

Sony Ericsson was formed in 2001 when Japanese electronics company Sony and Swedish telecommunications firm Ericsson launched a joint mobile phones venture. IT Week says Sony Ericsson sold about 25 million phones in the second quarter of 2007, 59 per cent up over the same period last year but behind rival Nokia. Sony Ericsson may gain market share should speculation about a PlayStation gaming phone prove to be true.

Separately... it emerged this week that B-M is representing controversial private sec­urity firm Blackwater at a congressional hearing. The firm has been accused of being responsible for the shooting of 13 Iraqi civilians.

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