NEW YORK: Sony Ericsson (SE) has selected Burson-Marsteller as its North American AOR, consolidating its PR function.
Last year, the company selected Burson as its global AOR but had retained GolinHarris as its North American AOR.
“It's really about leveraging the global relationship,” said Stacy Doster, head of PR for SE. “Especially in today's economy, it's important that we follow the lead of the company globally.”
Doster said the company's primary communications goal is to build its brand in North America. PR efforts will target business and consumer audiences through traditional and new media outreach, she added.
The company first began working with Burson in North America this summer on a project basis, but named the agency its AOR on November 11. Most recently, Burson worked on launching SE luxury smart phone Xperia X1. Upcoming projects include developing a holiday gift guide with the handset mobile provider, Doster added.
Tony Telloni, MD and New York leader for Burson, said the consolidation “made sense for integrating the message and bringing it down to the regional level.”
Doster said SE had a "strong relationship" with Golin, but that it moved to Burson "for global efficiency and integrated messaging.”
Fred Cook, president of Golin, said, “We had a great run with [SE] but we decided to move on.” He added that the agency also began working with a competitor, Nokia.
Doster declined to reveal the value of the new Burson contract.