As predicted [WAMN: 2-Jan-01], Stockholm-headquartered mobile phone giant Ericsson has appointed London-based Bartle Bogle Hegarty to handle its worldwide creative account – total estimated spend $100 million.

The decision is yet another blow to WPP’s recently acquired Young & Rubicam network, which has handled the Ericsson business for nearly five years and participated in the review alongside BBH and the London offices of Omnicom shops Abbott Mead Vickers BBDO and TBWA Worldwide.

Since the onset of 2001, battered Y&R has waved adieu to United Airlines and KFC, between them worth around $275m in billings. However, Y&R offshoots Media Edge and Impiric will continue working for Ericsson, respectively on media buying and direct marketing duties.

Creative strategy will be directed from BBH’s London office, with regional work channelled through the shop’s New York and Singapore units. BBH is 49% owned by Bcom3.

News source: New York Times