Iris wins Sony Ericsson global activation strategy

Iris has been appointed by Sony Ericsson to handle its global activation strategy. The move follows a competitive pitch against undisclosed agencies.

The brief will encompass integrated campaigns across Sony Ericsson’s sports marketing deals, retail business and sales promotions.

As part of this brief, Iris will handle Sony Ericsson’s £44 million global sponsorship of the Women’s Tennis Association Tour, providing strategic and creative work.

Iris has worked for Sony Ericsson on various projects in individual and regional markets to date, such as its Night Tennis events.

Recently, Iris opened a new office in Miami to service Latin American accounts, with Sony Ericsson as its first global client. It is the eight global office for the agency following the opening of bases in Delhi, Singapore and Los Angeles last year.

Last week, Iris chief executive Ian Milner slammed the direct marketing industry claiming its “conservatism” was causing it to lag behind digital as a marketing discipline (MW 6 March).

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