Sony Ericsson calls $200 million global media review
Steve’s breakdown: This is the first time I’ve seen Accenture handling a pitch and that may be good or bad. Either way you see it, know they will be looking for the agency who can write the thickest deck. (Steve says with a wink)
LONDON, UK: Sony Ericsson, the telecoms giant, is reviewing its $200 million global media planning and buying account currently held by MEC.
The intermediary handling the brief is understood to be Accenture and the incumbent, which has worked on the business for ten years, is expected to repitch for the account along with several other agencies..
Sony Ericsson, which spent £10 million in the UK on above-the-line media in 2010, has come under increasing pressure in the global handset market, as it faces strong challenges from fellow smartphone manufacturers including Apple, Research In Motion and HTC.
The communications company recently launched its latest phone the Xperia Play, a phone that also doubles as a gaming device.
A Sony Ericsson statement said the review was called as “part of its global procurement guidelines”. The company added: “This is not a reflection on our relationship with MEC, who have been our trusted partner for ten years.”