Great agency partnerships to support the new Sony Ericsson brand

London, UK – 7th October 2009 – Sony Ericsson today announced how it will work with its communications agencies to help bring its new brand values to life and engage with consumers in a fun and interactive way.  This follows the recent announcement of the new brand realignment, which aims to adopt a more open and questioning attitude by inviting greater consumer participation in the brand, and adoption of Sony Corporation’s make.believebrand message.

Sony Ericsson will continue to work with its global lead agencies to manage its marketing communications, digital, retail and PR activities to create exciting, opportunities to participate with our new products and services through a stronger focus on interactive digital and social media channels

The global lead agencies are Saatchi & Saatchi, Burson-Marsteller, Dare, iris Worldwide, Mediaedge:cia and McCann Eriksson.

Lennard Hoornik, Head of Marketing, Sony Ericsson said:  “Following the recent announcement of our evolved brand, the first realignment in three years, and our confirmation of our company-wide mission to become the Communication Entertainment brand, we believe it will become even more important in the future for our lead agencies such as Saatchi & Saatchi to work in an integrated way. This will ensure that we will continue to provide consumers with entertaining communications and ways to openly communicate with us.”

Cathy Davies, Head of Brand & Strategy in Global Marketing, Sony Ericsson, added: “We are constantly looking at partnering with the best possible agencies, and we believe the global agencies we are collaborating with today are the strongest and most talented in their respective fields.”

A series of marketing campaigns will be unveiled in the autumn that will show the evolved visual identity, new brand values and adoption of the Sony make.believe brand message. Individual markets will introduce the realigned brand as they launch their new campaigns.  The most significant global marketing campaign will support our entertainment products; Aino, Satio and Yari which will launch in Q4, starting with some exciting digital work. 

As these external campaigns are rolled out, consumers will start to experience our more open and emotional feel to our communications and find new opportunities to get involved with the Sony Ericsson brand.

Legal

© Sony Ericsson Mobile Communications AB, 2009.

The liquid identity and liquid energy are trademarks or registered trademarks of Sony Ericsson Mobile Communications AB. “ SONY” and “make.believe” are trademarks of Sony Corporation.
Ericsson is the trademark or registered trademark of Telefonaktiebolaget LM Ericsson.

Sony Ericsson is a top, global industry player with sales of around 97 million phones in 2008. Diversity is one of the core strengths of the company, with operations in over 80 countries including manufacturing in China and R&D sites in China, Europe, India, Japan and North America. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London.

Product images: www.sonyericsson.com/press