Indiantelevision.com Team

(17 March 2008 3:00 pm)

MUMBAI: Sony Ericsson has appointed integrated marketing agency Iris to handle its global activation strategy, following a competitive pitch.

As its global activation agency, 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 activity as well as drive efficiency and greater consumer engagement. 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, which is an independent global network, has in recent months launched a Latin America operation to service the Sony Ericsson brand, with further expansion planned in key markets across the globe.

Sony Ericsson corporate VP, head of marketing Dee Dutta said, “We’ve been working with Iris for a number of years and on an increasingly global basis over the past twelve months. They have the necessary skills, talent and ambition to deliver truly integrated campaigns to help Sony Ericsson achieve our objective of becoming one of the top three players in our industry.”

Iris founder-CEO Ian Millner 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.”