14 DAY TRIAL // Japanese-Swedish phone maker Sony Ericsson unveiled on October 7 a series of details on how it planned on cooperating with various communications agencies around the world for the promotion of its new brand values. The new announcement followed shortly after the company unveiled plans to realign its brand towards adopting a more open and questioning attitude through offering consumers the possibility to participate in the brand.
In addition, Sony Ericsson also announced not to long ago that it would adopt Sony Corporation’s make.believe brand message. The company plans on continuing the work with its global lead agencies for the marketing communications, digital, retail and PR activities, and it also announced that it intended to create more opportunities for its new products and services by focusing on interactive digital and social media channels.
“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,” Lennard Hoornik, head of marketing, Sony Ericsson, stated.
The global lead agencies that Sony Ericsson works with include Saatchi & Saatchi, Burson-Marsteller, Dare, iris Worldwide, Mediaedge:cia and McCann Eriksson, the handset vendor added. Cathy Davies, head of Brand & Strategy in Global Marketing, Sony Ericsson, commented: “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.”
According to Sony Ericsson, there will be a series of marketing campaigns that will come to surface this fall, focused on the new visual identity of the company, as well as on new brand values and on the make.believe brand message recently adopted by the joint venture. The Sony Ericsson Aino, Satio and Yari mobile phones will come to the market in the fourth quarter of the ongoing year, and the company's most significant global marketing campaign will be focused on its entertainment products, the phone maker added.