Sony Ericsson adopts new brand strategy

Company re aligns its marketing policy

October 8, 2009

Company re aligns its marketing policy

Sony Ericsson today announced how it will work with its communications agencies to help bring its new brand values to life and engage with consumers in an updated way.

This follows the recent announcement of the new brand realignment, which aims to adopt a more open and questioning attitude by inviting greater consumer participation in the brand, and adoption of Sony Corporation’s make.believebrand message.

Sony Ericsson will continue to work with its global lead agencies to manage its marketing communications, digital, retail and PR activities to create exciting, opportunities to participate with our new products and services through a stronger focus on interactive digital and social media channels

The global lead agencies are Saatchi & Saatchi, Burson-Marsteller, Dare, iris Worldwide, Mediaedge:cia and McCann Eriksson.

Lennard Hoornik, Head of Marketing, Sony Ericsson said:  “Following the recent announcement of our evolved brand, the first realignment in three years, and our confirmation of our company-wide mission to become the Communication Entertainment brand, we believe it will become even more important in the future for our lead agencies such as Saatchi & Saatchi to work in an integrated way. This will ensure that we will continue to provide consumers with entertaining communications and ways to openly communicate with us.”

Cathy Davies, Head of Brand & Strategy in Global Marketing, Sony Ericsson, added: “We are constantly looking at partnering with the best possible agencies, and we believe the global agencies we are collaborating with today are the strongest and most talented in their respective fields.”