Ericsson drops Y&R, moves in with BBH

Ericsson Mobile Communications has appointed Bartle Bogle Hegarty

as its global advertising agency amid plans by the world's largest

telecom brand to intensify its advertising and brand-building

effort.

The appointment deals a blow to the incumbent Y&R agency of the past

five years as the global account is said to be worth at least USdollars

150 million.

Meanwhile, Publicis will still be responsible for B2B

communications.

The selection of BBH as the main creative and strategic agency appears

to reflect Ericsson's desire for an agency that is faster, and more

nimble and agile.

Said BBH group managing director Simon Sherwood, "Their vision for the

future is based on new, creative and cost-efficient ways of working.

"This approach fits perfectly with the way BBH works. We are looking

forward to working together to put Ericsson back at the top where it

belongs."

BBH Asia-Pacific CEO Chris Harris said that Ericsson is moving to

centralise its advertising production in order to create a strong global

brand which led to a pitch in London prior to the worldwide

realignment.

The review was extremely thorough and intense, and agency staff from

Singapore, London and New York took part.