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iris to handle Sony Ericsson’s global activation strategy

iris to handle Sony Ericsson’s global activation strategy

Author | Pallavi Goorha | Wednesday, Mar 12,2008 8:04 AM

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iris to handle Sony Ericsson’s global activation strategy

Sony Ericsson has appointed integrated marketing agency iris to handle its global activation strategy following a competitive pitch. iris will be responsible for implementing integrated campaigns across all of Sony Ericsson’s sports marketing properties, retail business and sales promotion work.

The appointment is part of Sony Ericsson’s move to increase integration across all of its marketing activities as well as drive efficiency and greater consumer engagement. With this is mind, iris will also provide strategic and creative leadership for Sony Ericsson’s $88 million global title sponsorship of the Sony Ericsson Women’s Tennis Association (WTA) Tour.

iris, an independent global network, has in recent months launched its operations in Latin America to service the Sony Ericsson brand, with further expansion planned in key markets across the globe.

Dee Dutta, Corporate Vice President and Head of Marketing, Sony Ericsson, said, “We’ve been working with iris for a number of years and on an increasingly global basis over the past 12 months. They have the necessary skills, talent and ambition to deliver truly integrated campaigns to help us achieve our objective of becoming one of the top three players in our industry.”

Ian Millner, CEO and Founder of iris, said, “This is a brilliant sign of the health in our partnership, and the ability of our two businesses to challenge one another and to always be pushing hard to stay sharp. It is also symbolic of our progress as a global network.”

Also read:

Global marketing agency iris rides into India with Sony Ericsson in its kitty

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