Sony Ericsson plans worldwide PR pitches

Recently merged mobile phone giant Sony Ericsson is to host a raft

of pitches worldwide as it seeks to take on external PR help 'as soon as


Formed at the start of October, the company has appointed ex-Ericsson

communications head Nina Eldh as head of corporate communications, with

Tetsuo Kanno and Peter Bodor as PR managers leading the comms drive.

According to Bodor, also from the Ericsson side of the business, the

company is not planning to hire one global agency.

He said the communications team is currently devising a structure in

which a global network of firms can be hired, but did not rule out

offering a lead role to one agency.

Although no agencies have as yet been shortlisted, Bodor confirmed

several had made unsolicited approaches to the company, which itself

made preliminary enquiries of a number of agencies when the merger was

first mooted.

The firm, which is in the process of relocating to London, where its

comms team will be based, is currently recruiting for an internal

communications head and a PR assistant.

Although agencies will be taken on, Bodor said: 'We're intending to keep

some of the work in-house and it's important to keep core PR strategy


Bodor added that the firm would start with a 'small and efficient' team,

but declined to comment on which areas of PR external help would be

hired for, or when the pitches will take place.

Sony and Ericsson, which own equal shares in the new firm, sold more

than 50 million mobile phone handsets between them last year, worth in

excess of £5bn.

The first Sony Ericsson branded phones will appear in the third quarter

of next year, with the firm targeting market leadership within five


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