BBH and Saatchi tipped for Sony-Ericsson task

Bartle Bogle Hegarty and Saatchi & Saatchi are understood to be involved in a secret pitch to handle the advertising for Sony and Ericsson’s mobile phone joint venture.

BBH picked up Ericsson’s £100m global advertising business in January after pitching against Y&R Advertising New York and London, Abbott Mead Vickers. BBDO London and TBWA London and New York. Saatchi handles advertising for Sony’s mobile phone products in the UK.

Ericsson and Sony confirmed on Tuesday (September 11) that the joint venture, called Sony Ericsson Mobile Communications (SEMC), will start operating from October 1.

Jan Wäreby, president of Ericsson’s consumer products division, will be executive vice-president of SEMC, with responsibility for sales and marketing.

The full marketing structure has yet to be unveiled but Ericsson’s global vice-president of marketing and communications for the consumer products division Philip Vanhoutte is being tipped by industry insiders to take on the role of marketing chief, reporting to Wäreby.

The brand name for the joint venture has also to be announced but it is expected to be Sony Ericsson. A logo is being devised for the joint venture company.