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Ericsson awards global ad account to Lowe

LONDON - Swedish telecoms brand Ericsson has moved its global advertising account out of Ogilvy Worldwide to Lowe Worldwide after a four-way pitch.

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According to US reports, Lowe beat Ogilvy in the final round after Publicis and McCann Erickson were eliminated at an earlier stage.

Work will focus particularly on Ericsson's growth markets of China, Brazil and India, but the account will be led by Lowe's Swedish agency Lowe Brindfors.

The brief is to focus on digital, social media and experiential marketing in addition to traditional media. 

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