The manufacturer has hired TMW as lead creative agency on its eCRM account following a competitive pitch. This came after the appointment of data specialist Acxiom to implement a CRM drive.
TMW will create the campaigns for 61 markets, targeting both existing and prospective customers.
Ben Padley, vice-president for digital and global marketing at Sony Ericsson, said the company's priority was customer retention.
Last week, Sony Ericsson launched its Xperia Play handset. It features PlayStation controls and has been developed specifically for gaming.