On March 11, 2008: Sony Ericsson announced that it has appointed integrated marketing agency iris to handle its global activation strategy, following a competitive pitch. As its global activation agency, iris will be responsible for implementing integrated campaigns across all of Sony Ericsson’s sports marketing properties, retail business and sales promotion work.

The appointment is part of Sony Ericsson’s move to increase integration across all of its marketing activity as well as drive efficiency and greater consumer engagement. With this is mind, iris will also provide strategic and creative leadership for Sony Ericsson’s $88m global title sponsorship of the Sony Ericsson Women’s Tennis Association (WTA) Tour.

iris, an independent global network, has in recent months launched a Latin America operation to service the Sony Ericsson brand, with further expansion planned in key markets across the globe.

Dee Dutta, Corporate Vice President and Head of marketing for Sony Ericsson, said, “We’ve been working with iris for a number of years and on an increasingly global basis over the past twelve months. They have the necessary skills, talent and ambition to deliver truly integrated campaigns to help Sony Ericsson achieve our objective of becoming one of the top three players in our industry.”

Ian Millner, CEO and founder of iris said, “This is a brilliant sign of the health in our partnership, and the ability of our two businesses to challenge one another and to always be pushing hard to stay sharp. It is also symbolic of our progress as a global network”.