Ericsson drops Y&R, moves in with BBH

<p>Ericsson Mobile Communications has appointed Bartle Bogle Hegarty </p><p>as its global advertising agency amid plans by the world's largest </p><p>telecom brand to intensify its advertising and brand-building </p><p>effort. </p><p><BR><BR> </p><p>The appointment deals a blow to the incumbent Y&R agency of the past </p><p>five years as the global account is said to be worth at least USdollars </p><p>150 million. </p><p><BR><BR> </p><p>Meanwhile, Publicis will still be responsible for B2B </p><p>communications. </p><p><BR><BR> </p><p>The selection of BBH as the main creative and strategic agency appears </p><p>to reflect Ericsson's desire for an agency that is faster, and more </p><p>nimble and agile. </p><p><BR><BR> </p><p>Said BBH group managing director Simon Sherwood, "Their vision for the </p><p>future is based on new, creative and cost-efficient ways of working. </p><p><BR><BR> </p><p>"This approach fits perfectly with the way BBH works. We are looking </p><p>forward to working together to put Ericsson back at the top where it </p><p>belongs." </p><p><BR><BR> </p><p>BBH Asia-Pacific CEO Chris Harris said that Ericsson is moving to </p><p>centralise its advertising production in order to create a strong global </p><p>brand which led to a pitch in London prior to the worldwide </p><p>realignment. </p><p><BR><BR> </p><p>The review was extremely thorough and intense, and agency staff from </p><p>Singapore, London and New York took part. </p><p><BR><BR> </p>