Ericsson puts global task up for review

- Ericsson has put its £100 million global consumer creative account up for review as it considers moving its business away from incumbent Young & Rubicam.

- Ericsson has put its £100 million global consumer creative account up for review as it considers moving its business away from incumbent Young & Rubicam.

The review, which is in its early stages, is being conducted through a new business consultant. A number of undisclosed agencies have been approached by the Swedish telecommunications giant to handle the consumer division of the business, with a shortlist expected to be reached at a later date. Y&R Europe has been invited to repitch for the business.

The account is one of Young & Rubicam's largest global clients, and is worth £9 million in the UK alone. The agency would not comment on the reveiw.

Ericsson is reportedly unhappy with the network's recent branding work, which had used the generic brand message "Make Yourself Heard".

The review is not expected to affect fellow roster agency Publicis, which picked up the phone company's business-to-business account in October last year.

Ericsson, which is the world's third largest mobile phone company behind Nokia and Motorola, is embarking on the wide-ranging review of its mobile communications strategy following a turbulent year in its mobile phone division. The company's share price fell by 16 per cent this week.

The agency review is being overseen by Jan Ahrenbring, the global marketing director for mobile phones at Ericsson Mobile Communications. Ahrenbring was unavailable for comment as Campaign went to press.

Y&R won Ericsson's consumer account in January 1996, when it became the first global agency to be appointed by the company. The appointment of Publicis last year in a bid to boost its worldwide reputation as a leading manufacturer of communications systems. Publicis' London office handles strategic development for the business, which accounts for more than 70 per cent of Ericsson's turnover.

Y&R developed the pan-European campaign that broke last week for the mobile phone operator. It featured two teenagers with dental problems falling in love over a plate of mashed food as they text messaged each other.



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