- David Gianatasio

BOSTON Sony Ericsson today said that it has expanded its relationship with iris, an independent marketing shop based in London.

As lead global-activation agency, a new designation on the client's roster, iris will be responsible for implementing integrated campaigns across all Sony Ericsson sports marketing properties, retail business and sales promotion work. The budget was not disclosed.

According to a statement, "The appointment is part of Sony Ericsson's move to increase integration across all of its marketing activity as well as drive efficiency and greater consumer engagement."

A key initial job for iris will be providing strategic and creative leadership for the company's $90 million global title sponsorship of the Women's Tennis Association tour.

Ian Millner, CEO and founder of iris, said, "This is a brilliant sign of the health in our partnership, and the ability of our two businesses to challenge one another and to always be pushing hard to stay sharp. It is also symbolic of our progress as a global network." Iris has also handled recent assignments from Adidas, Coca-Cola and Shell, among many others.

Sony Ericsson in January tapped Interpublic Grouop's McCann Erickson in London for its $160 million global advertising and communications business without a review. Publicis Groupe's Saatchi & Saatchi handled the business for slightly more than a year.