PHD scoops Sony Ericsson's global media biz

MEDIAEDGE:CIA   SONY      MEDIA PITCH

Global - Omnicom-owned PHD has scooped the US$199 million global media and planning for mobile phone giant Sony Ericsson, following a final shoot-out against incumbent MEC.

The appointment marks the end of a decade long relationship between WPP-owned MEC and Sony Ericsson.

PHD will start working on the Sony Ericsson business in January 2012 and the agreement comprises all Sony Ericsson's media investments globally for an initial period of two years. 

"PHD has impressed us with their comprehensive strategic thinking and insight. Moreover there is a strong cultural and structural connection between our two teams," said Steve Walker, chief marketing officer at Sony Ericsson. "Our Xperia smartphone portfolio will be a cornerstone of Sony's four-screen experience, and PHD is the right agency to partner with in bringing consumers an experience that goes beyond smartphones".

Sony recently agreed to buy 50% of the company for US$1.5 billion giving it full control of the company. The deal is expected to be rubber stamped by January 2012.

The communications company recently launched its latest phone the Xperia Play, a phone that also doubles as a gaming device.

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