Sony Ericsson and BBH split over ad strategy
Sony Ericsson has parted company with its global ad agency Bartle Bogle Hegarty (BBH), with the two parties claiming strategic 'differences of opinion' as the reason for the split.
Sony Ericsson global head of marketing Dee Dutta said the split was
sparked by BBH's unwillingness to implement a new strategy devised by
the phone company. He said the strategy, which he would not elaborate
ADVERTISEMENT
Dutta added that he was now looking for another agency that would work
with the strategy.
The mobile phone giant, which spends £8m on UK advertising alone,
appointed BBH as its global creative agency in 2001. This followed its
creation as a joint venture between Sweden's Ericsson and Japan's Sony
in August of that year. In a statement BBH said: 'The decision is based
on differences of opinion regarding the creative direction of the brand.
The decision remains amicable.'
Sony Ericsson's media account is handled globally by WPP's Mediaedge:cia
and is not affected by the change.
BBH's most recent campaign for the brand featured tennis stars Daniela
Hantuchova and Ana Ivanovic for the K800i Cybershot phone (Marketing, 5
July). It used the tagline 'Never miss a shot'.
In line with moves by other mobile phone companies, Sony Ericsson
recently extended its music interests by signing a deal with Orange for
a tie-up with Christina Aguilera (Marketing, 19 July). The singer
appeared at concerts that were made available as a download to owners of
Sony Ericsson phones on the Orange network.
Jobs
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
- MARKETING MANAGER :: INTERNATIONAL PROPERTY COMPANY, Dylan*
- Up to £55k + fantastic bens, Central London
- STAFFING AGENCY :: INTEGRATED AGENCY, Dylan*
- ,
Comments