Ericsson seeks global shop for business ads

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 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

agencies.



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

press advertising.



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

the UK.



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.