• Adweek, Monday, July 31, 2006 12:45 PM

Sony Ericsson Mobile Communications has fired the ad agency that handled its global creative assignment for the past five years. A spokesman for the telecommunications marketer, a 50-50 joint venture of Sony and Ericsson, said the break-up with Bartle Bogle Hegarty has stemmed from "rethinking our branding and advertising strategy." However, the marketer has not announced a review, and a spokesman declined to comment on its future ad plans. BBH's last work, a TV campaign featuring K800 Cyber-Shot camera phones, broke last week in the Asia-Pacific region and will roll out in Europe next. That effort, tagged "Never miss a shot," runs through late autumn. BBH won the business in early 2001 after a review that also involved Young & Rubicam, TBWA Worldwide and AMV BBDO. At the time, billings were estimated at $100 million.

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