Following an open pitch process that launched over the summer, Sony Ericsson has selected Omnicom media agency PHD as its new media agency. PHD will handle all of its media planning and buying globally for two years. The agreement begins on Jan. 1, 2012.
In July, Sony Ericsson initiated a global review for the assignment. MEC, part of WPP’s GroupM, was the incumbent agency that oversaw the company’s media investments for 10 years—an account worth some $200 million in ad spend. "This is obviously disappointing news for us. We have been together for 10 years and we are immensely proud of the work we’ve done for them," said MEC's CEO Charles Courtier in a statement. "It’s been a fascinating journey and we take pride in the strong and loyal partnership we have had with them, through good times and bad. We wish them well in their new future within Sony."
Times have changed in the last decade, and Sony Ericsson has stiff competition to contend with, especially with the iPhone and Android’s leading roles in the smartphone market.
“PHD has impressed us with their comprehensive strategic thinking and insight. Moreover there is a strong cultural and structural connection between our two teams,” said Steve Walker, chief marketing officer at Sony Ericsson, in a statement. “Our Xperia smartphone portfolio will be a cornerstone of Sony’s four-screen experience, and PHD is the right agency to partner with in bringing consumers an experience that goes beyond smartphones."