Sony Ericsson appoints new communications partner

Manufacturer says deal with Acxiom will strengthen consumer engagement

Sony Ericsson has appointed marketing services company Acxiom Communications to further strengthen engagement with its consumers.

The deal will see Acxiom provide business culture change, marketing strategy, data cleansing and enhancement, implementation services and marketing operations as well as outsourced support to Sony Ericsson.

Part of a business wide strategy, the arrangement puts the consumer at the “heart” of the Sony Ericsson model according to a statement from both companies.

Sony Ericsson head of digital and customer relation management Ben Padley said: “The dramatic shifts in our business marketplace require that we urgently develop strong relationships of engagement with our consumers.

“This includes identifying our consumers, learning about them and engaging with them in the most insightful manner possible. Acxiom provides us the ability to do that quickly and at scale.”