Ericsson has called a review of its global consumer advertising business, thought to be worth at least &£100m.
The news will be a blow to Young & Rubicam, which counts Ericsson as one of its largest global clients. The business is worth &£9m in the UK alone.
The review is being overseen by Jan Ahrenbring, the global marketing director for mobile phones at Ericsson Mobile Communications. Ahrenbring was unavailable for comment but sources in Stockholm claim he has invited Y&R to repitch for the business.
Industry insiders believe Ericsson is unhappy with Y&R’s most recent work, which included the company’s long-time brand message “Make Yourself Heard”.
Young & Rubicam has handled the business since 1996, when it was the first global agency to be chosen by the Swedish company. Last year the company appointed Publicis to create a &£33m global ad campaign for the business market.
The news of the review follows months of turbulence in Ericsson’s mobile phone division, which saw the company’s shares plunge 16 per cent at the beginning of this week.
Ericsson is the world’s third largest mobile phone company after Nokia and Motorola.