THIS WEEK: Ericsson gives WCJ pounds 30m role

Swedish telecom firm Ericsson has handed a pounds 30m global account to Wunderman Cato Johnson to make its brand more consumer friendly.

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

and consumers.

WCJ will also handle direct response for Ericsson globally, and will

work with Y&R to integrate above- and below-the-line work.


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