PHD has been awarded the 20 millon global media planning and buying account for mobile phone giant Sony Ericsson. Sony Ericsson is a joint venture between the Japanese technology giant Sony and the Swedish mobile phone makers Ericsson.
The intermediary handling the pitch was Accenture and the shifting of the account ends a decade-long relationship between Sony Ericsson and the WPP-owned agency. MEC has held the account for a decade.
At the end of last month, Sony agreed to buy 50% of the company for EUR1.1bn giving it full control of the company. The deal is expected to be fully rubber stamped by January 2012.
The communications company recently launched its latest phone the Xperia Play, a phone that also doubles as a gaming device. Sony Ericsson recently backed the launch of the HD version of the smartphone with a digital campaign starring model Daisy Lowe. The campaign offers Sony Ericsson customers the opportunity to take a glimpse into Lowe’s life through the lens of a mobile phone.
"PHD has impressed us with their comprehensive strategic thinking and insight. Moreover there is a strong cultural and structural connection between our two teams," said Steve Walker, chief marketing officer at Sony Ericsson. "Our Xperia smartphone portfolio will be a cornerstone of Sony’s four-screen experience, and PHD is the right agency to partner with in bringing consumers an experience that goes beyond smartphones".
Andrew McLean, CEO at PHD USA, said: "We've done a lot of work in the mobile space and this is a great example of the agency mobilizing its global network, focusing on the client's audience and their desire to grow their business." He added that the shop was "proud and excited" to work on the new account.
Commenting on the loss, MEC global CEO Charles Courtier stated: "This is obviously disappointing news for us. We have been together for 10 years and we are immensely proud of the work we've done for them. It's been a fascinating journey and we take pride in the strong and loyal partnership we have had with them, through good times and bad. We wish them well in their new future within Sony."