Sony Ericsson: hired TMW to lead global direct push
Sony Ericsson hires TMW to lead global direct push
Ed Owen, marketingmagazine.co.uk, Tuesday, 22 February 2011, 8:00am,
Sony Ericsson is plotting a global direct marketing campaign, as part of its strategy to enhance its relationship with handset owners.
The manufacturer has hired TMW as lead creative agency on its eCRM account following a competitive pitch. This came after the appointment of data specialist Acxiom to implement a CRM drive.
TMW will create the campaigns for 61 markets, targeting both existing and prospective customers.
Ben Padley, vice-president for digital and global marketing at Sony Ericsson, said the company's priority was customer retention.
Last week, Sony Ericsson launched its Xperia Play handset. It features PlayStation controls and has been developed specifically for gaming.
This article was first published on marketingmagazine.co.uk
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