Ericsson Taps Lowe for Global Creative

NEW YORK Ericsson has hired Lowe to handle global creative duties on its advertising account after a review, the Interpublic Group shop confirmed.

The other finalist was WPP Group’s Ogilvy & Mather in London, said sources. The primary incumbents on the business were Publicis and Digitas.

Account revenue is estimated at $4 million.

Lowe will run the business out of its office in Stockholm, Sweden, known as Lowe Brindfors. Other offices, however, will contribute to the account, including those in China, India and Latin America.

The win is a “great vindication of our core strategy for the network as a whole, one that focuses on delivering brilliant, high-value ideas created from key centers,” said Lowe worldwide CEO Tony Wright, in an e-mail to staffers.

He described Ericsson as “one of the world’s leading technology companies and a brand that we are very proud to have as an important global client.”

The agency’s winning pitch team included Wright, worldwide vice chairman Kevin Allen and executives from its offices in Stockholm, Brazil, Mumbai and Shanghai as well as IPG digital shop Huge.

Based in Stockholm, Ericsson manufactures switches and networks for telecommunications systems. As such, Lowe’s work will target other businesses, with both product-specific and corporate-image messages.

Ericsson also markets mobile handsets via a joint venture with Sony. That business, however, is not part of Lowe’s brief. Lowe’s assignment is expected to include traditional advertising as well as digital and experiential efforts.