ERICSSON HANDS PHONE BUSINESS TO Y&R
By Adnews Staff
Ericsson Communications Canada of Mississauga, Ont. wants to begin promoting its mobile phones and has hired an agency to help it out. Young & Rubicam of Toronto won the $5 million business without a review. Its U.S. parent company has the worldwide Ericsson business. Media Dimensions of Toronto will handle the media portion of the account for the remainder of 1998. Y&R will create a campaign for Ericsson to be launched in the fall. Ericsson has sold mobile phones in Canada for 10 years, but this is the first time the company will give the product a major ad push. Advance Planning & Communications of Toronto will continue to handle corporate advertising for Ericsson. Ericsson's worldwide headquarters is located in Sweden. Ericsson markets cellular/PCS systems, mobile phones, private radio systems, data systems, enterprise networks and infocom networks.