MUMBAI: Sony Ericsson has given its global media duties to PHD in an open pitch process.

The agreement comprises all Sony Ericsson‘s media investments globally for an initial period of two years. The cooperation will commence 1 January 2012.

The incumbent media agency was MEC. 
 
Sony Ericsson CMO Steve Walker said, "PHD has impressed us with their comprehensive strategic thinking and insight. Moreover there is a strong cultural and structural connection between our two teams. Our Xperia(TM) 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".

PHD Worldwide CEO Mike Cooper 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(TM) 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-year global partnership between Sony Ericsson and the media agency MEC.