Ericsson appoints Bartle Bogle Hegarty as global advertising agency - Intensifies marketing of mobile phones

Ericsson appoints Bartle Bogle Hegarty as global advertising agency - Intensifies marketing of mobile phones Ericsson Mobile Communications has signed a letter of intent with advertising agency Bartle Bogle Hegarty, BBH, for its global advertising account. BBH has a history of producing award-winning advertising and will be instrumental in strengthening Ericsson's mobile phone brand. Ericsson stays committed to designing, marketing and selling mobile phones and hereby intensifies its advertising and brand building efforts. Ericsson will now move from using a global advertising agency network in favor of working with one agency that creates global ideas. The benefit lies in more efficient, more creative ways to build the Ericsson brand across the globe. "Ericsson is one of the world's biggest telecommunications brand. Their vision for the future is based on new, creative and cost efficient ways of working," said Simon Sherwood, Group Managing Director Bartle Bogle Hegarty. "This approach fits perfectly with the way that BBH works. We are looking forward to working together to put Ericsson back at the top where it belongs." "Ericsson is committed to strengthening its position as one of the top mobile phone players in the industry and an important factor is choosing the right strategic partners," said Jan Wäreby, Executive Vice President Ericsson Consumer Segment. "BBH have presented a good understanding of our market situation as well as strong ideas on how to revitalize and strengthen our mobile phone brand. We will now focus strongly on presenting one clear face to the market." It was after a very thorough review process, where Ericsson has reviewed its strategy, organization and progress, that Ericsson concluded that BBH stood out as the best future partner in advertising. The appointment of BBH is an important addition to Ericsson's new business model, where focus lies on research and development, design and marketing. A new industrial design organization is currently being built up and the strong focus on research and development remains. Ericsson is the leading communications supplier, combining innovation in mobility and Internet in creating the new era of mobile Internet. Ericsson provides total solutions covering everything from systems and applications to mobile phones and other communications tools. With more than 100,000 employees in 140 countries, Ericsson simplifies communications for customers all over the world. Read more at http://www.ericsson.com/pressroom FOR FURTHER INFORMATION, PLEASE CONTACT Bo Albertson, Marketing Director Communication Ericsson Mobile Communications Phone: +46 8 7641388 Jan Ahrenbring, Vice President Marketing and Communications Ericsson Mobile Communications Phone: +46 8 7641460 Simon Sherwood, Group Managing Director, Bartle Bogle Hegarty Phone: +44 20 7453 4159 Sarah Pollard, Head of PR, Bartle Bogle Hegarty Phone: +44 207 453 4610 About Bartle Bogle Hegarty Bartle Bogle Hegarty is one of the world's leading creative agencies. In its eighteen-year history, the agency has been responsible for producing famous, international campaigns for clients that include Levi's, Audi, Unilever (Axe/Lynx), UDV (Johnnie Walker), Electrolux, Polaroid and One2One (Deutsche Telekom). BBH employs 600 people in three offices: London, New York and Singapore. ------------------------------------------------------------ This information was brought to you by BIT http://www.bit.se The following files are available for download: http://www.bit.se/bitonline/2001/02/08/20010208BIT00860/bit0001.doc http://www.bit.se/bitonline/2001/02/08/20010208BIT00860/bit0002.pdf