BBH, Sony Ericsson Split

NEW YORK Sony Ericsson Mobile Communications has split with Bartle Bogle Hegarty, which has handled a global creative assignment for the client since 2001.

BBH in London managed the business, and the agency’s New York office had contributed work in the past. BBH’s ads ran in key markets around the world, though Sony Ericsson also employs regional shops, such as Dentsu, which creates ads for India and China.

BBH, 49 percent owned by Publicis Groupe, attributed the split to creative differences while a client representative said it stemmed from a “rethinking of our branding and advertising strategy” as the 50-50 joint venture of Sony and Ericsson approaches its fifth anniversary, in October.

London-based