Swedish telecom firm Ericsson has handed a pounds 30m global account to
Wunderman Cato Johnson to make its brand more consumer friendly.
Ericsson, which has around 25% of the UK mobile phone market, already
has a pounds 49m ad account through WCJ’s parent company Young &
Rubicam. The advertising, which will include a pounds 3m UK ad campaign
before Christmas, is to improve the firm’s branding and explain the
WCJ’s appointment marks Ericsson’s first use of a global agency to
handle its below-the-line business. Initially, WCJ will only work on
Ericsson’s UK and European business, worth pounds 15m, but the account
is to be extended by region and will be worth pounds 30m globally.
As with rivals Cellnet and Vodafone, Ericsson works through a dealer
network and has no direct contact with its consumers. WCJ, which won
after a secret six-month pitch, will work to improve links with dealers
WCJ will also handle direct response for Ericsson globally, and will
work with Y&R to integrate above- and below-the-line work.