Publicis nets Ericsson global telecoms brief

Ericsson has appointed the Publicis network to build its worldwide reputation as a leading manufacturer of communications systems.

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

turnover.



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

Paris.



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

quickly.



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

high-priority targets.



Although consolidation of the business will lead to a coordinated

strategic and creative approach, Ericsson said it would continue working

with local agencies.



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