The Week: Advertising News - Sony Ericsson in rebrand

Sony Ericsson is preparing to launch what it claims will be its biggest-ever marketing campaign as it continues to redevelop its brand strategy.

As part of the repositioning, Sony will introduce a new brand message, "make.believe", which will feature across its Sony Ericsson, Sony Computer Entertainment, Sony BMG, Sony Pictures and Sony PlayStation 3 businesses. The first global campaign under the new positioning will be created by Saatchi & Saatchi, and will be supported by digital and design work from Iris.

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