Sony Ericsson picks independent agency Turn as creative partner for Hong Kong

One of Turn's first assignments will be to develop an integrated communications campaign to promote the upcoming release of the Sony Xperia handset in Hong Kong. Sony Ericsson unveiled the handset at the Consumer Electronics Show in Las Vegas this month, with a global launch scheduled for March this year.

"We have seen Turn successfully inject more emotional appeal into the Olympic Pen campaigns," said Joyce Tang, head of marketing, Hong Kong & Macau, Sony Ericsson Mobile Communications. "We are looking forward to seeing Turn creating new sparks in our new communications for Xperia, with a Japanese style of emotional attraction. Our upcoming ambition is to become the number one entertainment smartphone."

Euro RSCG was the incumbent creative agency for Sony Ericsson in Hong Kong for over a year. Globally, Sony Ericsson is still aligned with McCann Worldgroup. On the media side, Sony recently changed its media agency from MEC to PHD, but as PHD Hong Kong has HTC’s media business, Sony will work with OMG in Hong Kong from early February.

In October, Sony announced plans to acquire Ericsson's 50 per cent stake in the Sony Ericsson mobile phone business, with the transaction set to be completed by the end of January.