The Media Edge, a sibling agency of WPP-owned Young & Rubicam, has been appointed by Swedish telecoms titan Ericsson to handle the launch of its revolutionary R380 mobile phone/organizer.

The R380 not only doubles as a personal organizer but also offers email and WAP features, as well as international roam facilities. The account, covering global media planning and buying, both on and offline, has an estimated worth of $50 million.

The campaign, which runs from this week until the year end, will harness pan-regional TV, business and in-flight press, billboards at key international airports and business and news websites.

News source: Advertising Age - International Daily