Some good news for McCann at last as it wins big-spending Sony Mobile’s Xperia phone launch

Things haven’t been great at McCann Worldgroup recently with series of big account losses (Nescafe, Exxon) and top exec departures.

But now McCann has bagged Sony Mobile globally and the new company (Sony recently bought out its phones partner Ericsson AB for about $1.5bn) is promising to batter the likes of Apple’s iPhone and Samsung’s Galaxy with a whopper campaign for its new Xperia smartphone.

“In many key territories we are making two to three times the investment we were able to make in 2011,” says Steve Walker, Sony Mobile CMO. Key markets include the US, UK, Germany, Brazil, Russia, India and China. Sony Mobile has also appointed Leo Burnett’s LBi to handle digital and Omnicom’s PHD to media.

Here’s a taster of the new campaign, ‘Made of Imagination,’ directed by Fantastic Mr Fox director Wes Anderson and set to break at the weekend.

The campaign presumably bears the mark of Linus Karlsson, CCO of McCann New York and London. Karlsson was hired by Worldgroup boss Nick Brien from Mother New York last year to give McCann creative a much-needed retread.

Although I won’t have a word said against children in real life (particularly my own, of course) I do find them resistible in ads. But we’ll see.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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