Sony Ericsson hires TMW to lead global direct push

Mobile Phones

Ed Owen

February 22, 2011

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Sony Ericsson hires TMW to lead global direct push

Sony Ericsson is plotting a global direct marketing campaign, as part of its strategy to enhance its relationship with handset owners.

Sony Ericsson: hired TMW to lead global direct push

The manufacturer has hired TMW as lead creative agency on its eCRM account following a competitive pitch. This came after the appointment of data specialist Acxiom to implement a CRM drive.

TMW will create the campaigns for 61 markets, targeting both existing and prospective customers.
Ben Padley, vice-president for digital and global marketing at Sony Ericsson, said the company's priority was customer retention.

Last week, Sony Ericsson launched its Xperia Play handset. It features PlayStation controls and has been developed specifically for gaming.

Topics

Marketing

Direct Marketing