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.