Ericsson calls on Media Edge to handle global account

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LONDON--The Media Edge, the sister media agency of Y&R Advertising, along with its specialist digital operation, the Digital Edge, is handling the estimated $50 million global on and off-line media planning and buying campaign to launch the week of Nov. 6 the Ericsson R380.

The mobile phone transforms into a touch screen personal organizer with WAP, e-mail and other features. The campaign will target roving executives in Europe, Asia and the U.S. The R380 campaign will run intensively on pan-regional TV, business and in-flight press, outdoor sites at majorinternational airports and on business and news sites on the Web, until the end of the year.

Ericsson has recently put its estimated $80 million to $100 million consumer products account -- handled by Y&R's New York and London offices --into review but not its direct and media business, handled by Y&R's Impiric and the Media Edge.

Copyright November 2000, Crain Communications Inc.

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