Ericsson starts global telecoms push

Ericsson is launching a global advertising campaign aimed at

combating the downturn in the telecommunications industry.

Publicis has developed a press campaign that uses four executions

targeting the business community. The ads use imagery of plants and

leaves that have been grown in different ways to emphasise how

Ericsson's infrastructure and services can help a variety of companies

to grow.

The campaign uses the line: "Ericsson can grow your business." It breaks

on 26 October and will run in Ericsson's key markets such as Europe,

North and South America and the Middle East.

The ads comprise the third global campaign that Publicis has produced

for Ericsson, developed out of Publicis' London office, and will be

implemented in each market by local Publicis offices.

Ericsson is a supplier of fixed communications networks to companies

such as AT&T and Deutsche Telekom, as well as of mobile phone networks

to carrier companies such as Vodafone.

Earlier this month, Ericsson and Sony unveiled details of a joint

venture mobile handset company, called Sony Ericsson Mobile


Ericsson's advertising agency for mobile products, Bartle Bogle Hegarty,

is developing the advertising for the new joint venture that will see

the handsets rebranded as "Sony Ericsson".

The Publicis campaign was art directed by Molly Godet and the copywriter

was Paul Quarry. It was shot by Tessa Traeger. Media is through Media

Planning Group.

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