By CLAIRE COZENS, campaignlive.co.uk, Friday, 28 May 1999 12:00AM
Ericsson Mobile Systems, one of the biggest mobile telephone
manufacturers in the world, is talking to agency networks about its
multi-million pound business-to-business account.
Ericsson is planning to consolidate the business into a single lead
network, although it will also continue to work with some smaller local
The company is also holding a separate media pitch for all its corporate
advertising worldwide. Media is handled by CIA Medianetwork
International at present.
Network heads have been approached by Christer Wicklander, the marketing
communications director for Ericsson’s Networks Operators and Service
Providers division, to pitch for the business this summer. Wicklander is
expected to have drawn up a shortlist by early next month. A budget for
the business has not been disclosed, but it is thought it will be mainly
The brief is to create advertising aimed at operators and service
providers - companies such as Orange and Vodafone, who buy hardware from
mobile telephone manufacturers such as Ericsson and Motorola. Ericsson
is also looking for a number of smaller agencies to create
business-to-business advertising for the brand on a local level.
Wicklander said: ’We are looking for a lead agency under which several
day-to-day agencies will work. The idea is that the smaller agencies
will be able to turn to the bigger agencies for guidance.’
The main Ericsson consumer advertising account, held globally by Young &
Rubicam, is not affected by the review. Y&R won the business in January
1996 following a pitch against BBDO and Bates Worldwide. The account is
worth around dollars 75 million worldwide, including pounds 8 million in
Ericsson last month kicked off its 1999 advertising schedule with the
launch of a campaign for the new T18 mobile phone. The campaign is
running on TV and in the press and is a continuation of the ’make
yourself heard’ campaign that kicked off last year.
This article was first published on campaignlive.co.uk