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London, United Kingdom – Sony Ericsson today announced it has selected PHD as its new global media agency following an open pitch process. The cooperation will commence 1 January 2012 and the agreement comprises all Sony Ericsson’s media investments globally for an initial period of two years.

“PHD has impressed us with their comprehensive strategic thinking and insight. Moreover there is a strong cultural and structural connection between our two teams,” said Steve Walker, Chief Marketing Officer at Sony Ericsson. “Our Xperia™ smartphone portfolio will be a cornerstone of Sony’s four-screen experience, and PHD is the right agency to partner with in bringing consumers an experience that goes beyond smartphones”.

Mike Cooper, CEO of PHD Worldwide said, “At present there are few categories more dynamic than the global mobile handset market. Sony Ericsson is an incredibly vibrant and future facing company and is in a great position with its latest Xperia™ products. This combined with PHD’s renowned strategic capabilities and track record for innovative and creative thinking is a formula for a winning partnership.”

The agreement with PHD replaces a successful 10 years global partnership between Sony Ericsson and the media agency MEC.

Legal
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© Sony Ericsson Mobile Communications AB, 2011

The Liquid Identity logo is trademark or registered trademark of Sony Ericsson Mobile Communications AB. Sony, Walkman and Zappin are trademarks or registered trademarks of Sony Corporation. Ericsson is the trademark or registered trademark of Telefonaktiebolaget LM Ericsson. Additional information regarding trademarks may be located on our website at: www.sonymobile.com/global-en/legal/trademarks-and-copyright/.

Other product and company names mentioned herein may be the trademarks of their respective owners. Any rights not expressly granted herein are reserved. All terms are subject to change without prior notice. Sony Ericsson Mobile Communications AB, SE-221 88 Lund, Sweden.

About Sony Ericsson
Sony Ericsson is a 50:50 joint venture between Sony Corporation and Telefonaktiebolaget LM Ericsson. In October 2011 it was announced by Sony and Ericsson that Sony will acquire Ericsson’s stake in the company and that Sony Ericsson will become a standalone division within Sony Corporation. The transaction is expected to close at the beginning of 2012 and is subject to regulatory approvals. Over the years Sony Ericsson has brought together the best communication technologies with superior entertainment user experiences to create its Xperia™ line of the ‘most entertaining smartphones’ in the industry. With its global corporate functions in London, Sony Ericsson has sales and marketing operations in all major regions of the world, as well as manufacturing in China, and product development sites in China, Japan, Sweden and Silicon Valley, California.

About PHD
Founded in London in 1990 as the first strategic planning-led media agency, PHD is a proven innovator in communications planning and buying across broadcast, print, digital, mobile, social and emerging media. PHD is a global network with over 2,500 employees in more than 60 countries and is built on a culture of thought leadership, creativity and innovation.

In 2011 PHD was named Agency of the Year by Media Week and in 2010 won nine ‘Media Agency of the Year’ awards following numerous high profile new business wins across markets including UK, USA, Canada, China, New Zealand, Australia and Asia Pacific. It continues to deliver on its philosophy of “Finding a Better Way” for its clients.

The PHD network is part of the Omnicom Media Group (www.omnicommediagroup.com), a division of Omnicom Group Inc. (NYSE: OMC) (www.phdnetwork.com )