Ericsson has appointed the Publicis network to build its worldwide
reputation as a leading manufacturer of communications systems.
Publicis in London will handle all strategic and creative development on
the business, which accounts for more than 70 per cent of Ericsson’s
Media remains with CIA Medianetwork and the appointment does not affect
Ericsson’s consumer account, won by Young & Rubicam in January 1996.
Grant Duncan, the managing director of Publicis in London, and Joanna
Baldwin, the network’s vice-president for international development, led
last month’s pitch to Ericsson executives in Stockholm.
This week Publicis was confirmed as global lead agency on the account
ahead of the other shortlisted shops - Bartle Bogle Hegarty and DDB in
No budgets have been disclosed for the business, which will include
everything from above-the-line advertising to direct marketing, event
management and sponsorship and involve Publicis subsidiary operations
such as Publicis Dialog and Publicis Technology.
Duncan said: ’This is a fabulous win for us because it proves our global
offering is robust enough to persuade major advertisers to appoint us
and endorses our ability to think through the line.’
The brief is to emphasise the breadth and depth of Ericsson’s expertise
in the fast-moving communications revolution in which the internet can
be used to make phone calls and to transfer massive amounts of data very
A print campaign set to begin next year will be aimed at company chiefs
- particularly chairmen and chief executives - who take the final
decisions on which telecommunications systems to install.
The aim is to make Ericsson top of mind ahead of other major systems
providers, such as Nortel and Lucent. Undeveloped markets which can move
to leading-edge communications technology immediately will be
Although consolidation of the business will lead to a coordinated
strategic and creative approach, Ericsson said it would continue working
with local agencies.