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RNS Number:5927Y
Ericsson(L.M.)(Telefonaktiebolaget)
8 February 2001


Ericsson appoints Bartle Bogle Hegarty as global advertising agency

- Intensifies marketing of mobile phones
Ericsson  Mobile  Communications  has  signed  a  letter  of  intent  with
advertising agency Bartle Bogle Hegarty, BBH, for its global advertising
account. BBH has a history of producing award-winning advertising and will
be instrumental in strengthening Ericsson's mobile phone brand. Ericsson
stays committed to designing, marketing and selling mobile phones and
hereby intensifies its advertising and brand building efforts.

Ericsson will now move from using a global advertising agency network in
favor of working with one agency that creates global ideas. The benefit
lies in more efficient, more creative ways to build the Ericsson brand
across the globe.

"Ericsson is one of the world's biggest telecommunications brand. Their
vision for the future is based on new, creative and cost efficient ways of
working," said Simon Sherwood, Group Managing Director Bartle Bogle
Hegarty. "This approach fits perfectly with the way that BBH works. We
are looking forward to working together to put Ericsson back at the top
where it belongs."

"Ericsson is committed to strengthening its position as one of the top
mobile phone players in the industry and an important factor is choosing
the right strategic partners," said Jan Wareby, Executive Vice President
Ericsson Consumer Segment. "BBH have presented a good understanding of
our market situation as well as strong ideas on how to revitalize and
strengthen  our  mobile  phone  brand.  We  will  now  focus  strongly  on
presenting one clear face to the market."

It was after a very thorough review process, where Ericsson has reviewed
its strategy, organization and progress, that Ericsson concluded that BBH
stood out as the best future partner in advertising. The appointment of
BBH is an important addition to Ericsson's new business model, where focus
lies on research and development, design and marketing. A new industrial
design organization is currently being built up and the strong focus on
research and development remains.

Ericsson is the leading communications supplier, combining innovation in
mobility and Internet in creating the new era of mobile Internet. Ericsson
provides total solutions covering everything from systems and applications
to mobile phones and other communications tools. With more than 100,000
employees  in  140  countries,  Ericsson  simplifies  communications  for
customers all over the world.

Read more at http://www.ericsson.com/pressroom

FOR FURTHER INFORMATION, PLEASE CONTACT
Bo Albertson, Marketing Director Communication
Ericsson Mobile Communications
Phone: +46 8 7641388

Jan Ahrenbring, Vice President Marketing and Communications
Ericsson Mobile Communications
Phone: +46 8 7641460

Simon Sherwood, Group Managing Director, Bartle Bogle Hegarty
Phone: +44 20 7453 4159

Sarah Pollard, Head of PR, Bartle Bogle Hegarty
Phone: +44 207 453 4610

About Bartle Bogle Hegarty
Bartle Bogle Hegarty is one of the world's leading creative agencies. In
its eighteen-year history, the agency has been responsible for producing
famous, international campaigns for clients that include Levi's, Audi,

Unilever  (Axe/Lynx),  UDV  (Johnnie  Walker),  Electrolux,  Polaroid  and
One2One (Deutsche Telekom). BBH employs 600 people in three offices:
London, New York and Singapore.

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This information was brought to you by BIT  http://www.bit.se
The following files are available for download:
http://www.bit.se/bitonline/2001/02/08/20010208BIT00860/bit0001.doc 
http://www.bit.se/bitonline/2001/02/08/20010208BIT00860/bit0002.pdf 

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