Just two months after its win of the Sony Electronics business, Saatchi & Saatchi has scooped the global creative account for Sony Ericsson.
It’s believed the account is worth an estimated $7m in Australia and was previously held by Coo’ee. Saatchi & Saatchi’s CEO, Simone Bartley, said the agency will be focused on bringing some “emotion” to the mobile category.
“Sony Ericsson is a sexy area of opportunity. No-one in the mobile category owns ‘emotion’. Yes it’s about design, but no-one has really touched on the emotional relationship people have with their mobile phones and that’s what we will be doing.
“Your phone is like your autobiography that you carry around with you. It’s a hugely rich, creative territory to be playing in,” Bartley said.
The agency’s London office has already started launching new work for the mobile brand and Bartley said it will be utilising the global work and localising it for the Australian market.
Steve Wilson, Sony Ericsson’s managing director Oceania, said: “Saatchi & Saatchi proved they understand Sony Ericsson’s brand values and demonstrated exciting methods of communication.”
