Ericsson unveils 20m ad drive

Swedish telecoms giant Ericsson is launching its first global branding campaign with an estimated 20m budget but without featuring any telephones.

Its “Make yourself heard” campaign through Young & Rubicam breaks on Monday in more than 50 countries. The TV advertising is a mix of typography and sound that deliberately avoids product shots. This marks a departure for the company, which only entered the UK mobile phones market in 1994 and has traditionally concentrated on product advertising.

The campaign coincides with the appointment of Alex Rodrigues as Ericsson’s first UK marketing director for its newly hived off mobile division and a 50 per cent hike in advertising spend to 10m – the first stage of the corporate branding campaign will account for 2m of that budget.

The appointment of Rodrigues – formerly marketing manager for mobiles – is part of a restructure which sees Ericsson UK divided into three business units: fixed, cellular and mobile, mirroring the structure its Swedish parent adopted last year.

Rodrigues says: “We had to start from scratch really. We had a lot to make up on awareness. Last year there was a big product focus and it was appropriate to use the ad spend on those new models. Those products have brought us into the market. But having reached the same awareness as our rivals we now need a brand campaign.”

News Analysis, page 12

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here