Bartle Bogle Hegarty has landed Ericsson's pounds 100 million global consumer account with a brief to turn the company into a more potent competitor to Nokia in the mobile phone market.
The appointment marks the end of Ericsson's six-year relationship with the Young & Rubicam agency. However, the Media Edge and Impiric, both Y&R group subsidiaries, will continue handling Ericsson's media buying and customer relationship programmes respectively.
The Swedish communications giant is said to be looking for a more consistent approach to its global mobile phone advertising in order to challenge the market leader more effectively.
'Ericsson has been having a tough time,' an insider said. 'Nokia has been successful in developing small and stylish phones and has been developing things such as text messaging that are driving the market. It has been so quick off the mark that it's leaving everybody else behind.'
Y&R, which developed the 'make yourself heard' campaign for Ericsson, repitched for the business along with Abbott Mead Vickers BBDO and TBWA/ London. The review was led by Jan Ahrenbring, Ericsson's Stockholm-based vice-president, marketing and communications for consumer products.
Ericsson's choice of BBH follows last year's appointment of Publicis to handle its campaign targeting business customers under the theme: 'It's an everyday thing.' BBH is understood to be working on a single campaign capable of running in all Ericsson's major markets.
No-one at the agency was available for comment, although industry sources say an agreement will be signed by next week.