The Jeffrey Group expands Sony Ericsson account to Brazil

The Jeffrey Group has been hired to handle PR for Sony Ericsson Mobile Communication in Brazil.

Headquartered in Miami, agency specialises in providing PR services to international companies in Latin America. It was selected as part of a regional account alignment process, according to TJG general director Ediana Balleroni, having already worked for the electronics giant in Mexico.

Balleroni will handle the new account, heading a team including Renata Saraiva, Jeanne de Castro and Luis Jolly. They report to Sony Ericsson marketing director Flavia Molina, and ultimately o the company's president Silvio Stagni.

'Our challenge is to give Sony Ericsson's mobiles maximum media exposure as a high-end product. Research shows that consumers see the company's telephone as the BMW of mobiles, but that perception is not evident in the local press,' said Balleroni.

Based in London, Sony Ericsson has about 3,500 employees worldwide. In Brazil, it is based in Sao Paulo, and manufacturers phones and accessories through an operation agreement with Flextronics.

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