New campaign – Ericsson and Vodafone

Ericsson and Vodafone have signed up World Footballer of the Year Ronaldinho to promote a range of handsets as part of a joint marketing initiative.

Ericsson and Vodafone have signed up World Footballer of the Year Ronaldinho to promote a range of handsets as part of a joint marketing initiative.

The mobile companies announced the partnership last Friday in Monaco, where Ronaldinho played for Barcelona in the UEFA Super Cup.

As part of the deal, several phones, including the K800i cyber shot, will come complete with an exclusive Ronaldinho picture diary, wallpapers and “mobisodes”, which are programmes made especially for mobile phones.

The initiative will be supported by an integrated advertising campaign featuring the strapline “Never miss a shot”.

Global marketing director of Sony Ericsson’s Vodafone unit, Stephan Croix, says: “Ronaldinho is the perfect sportsman to promote the unique experience Sony Ericsson’s products give consumers.”

Sony Ericsson is reviewing its &£50m global advertising account after parting company with Bartle Bogle Hegarty last month.

The pitch is being handled by Agency Assessments and the company has shortlisted DDB London, McCann Erickson, Publicis and Saatchi & Saatchi (MW August 17).

It is widely acknowledged that the hiring of Wolff Olins to create a brand strategy for Sony Ericsson led to BBH resigning the account. BBH is said to have disagreed with Wolff Olins’ strategy.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 customerservices@marketingweek.com

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