How disappointing it was to read in “CIA loses &£30m Ericsson brief” (MW December 2) that CIA Medianetwork’s recent appointment to provide global strategic media planning for Ericsson’s business-to-business corporate accounts had been transformed by you into a loss.
We will be working alongside the Media Edge – an agency with which we are happy to work with on this project – and it will implement the strategies we set. Together, we will deliver the best service we possibly can.
Ericsson has chosen to consolidate its buying into the Media Edge, but how strange it was for your article to go on to claim we have lost the account to it when we never held it in the UK or Europe anyway. It is true this consolidation will adversely affect our Swedish operation, but not at the level of billings you quoted.
Mainardo de Nardis
European chief executive